Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value
| Autor: | Peter C. Verhoef, Sander F. M. Beckers, Jenny van Doorn |
|---|---|
| Přispěvatelé: | Research Programme Marketing |
| Jazyk: | angličtina |
| Rok vydání: | 2018 |
| Předmět: |
Customer engagement
Customer delight Economics and Econometrics Customer retention BRAND ENGAGEMENT Brand engagement Customer advocacy FIRM VALUE VALUE CREATION Word-of-mouth Event study 0502 economics and business Business and International Management Marketing Customer to customer MANAGEMENT RESEARCH Shareholder value CO-CREATION business.industry 05 social sciences SAMPLE SELECTION BIAS PRODUCT DEVELOPMENT Public relations PERFORMANCE Customer reference program MARKET VALUATION 050211 marketing business 050203 business & management |
| Zdroj: | Journal of the Academy of Marketing Science, 46(3), 366-383. SPRINGER |
| ISSN: | 0092-0703 |
| Popis: | In today’s connected world, customer engagement behaviors are very important. Many companies launch initiatives to stimulate customer engagement. However, despite evidence that customer engagement behavior also matters to share-holders, academic research on the firm value consequences of customer engagement campaigns is limited. This study is the first to investigate the value-related consequences of firm-initiated customer engagement behaviors, using shareholder evaluations of the public announcements of such initiatives. We find that companies’ customer engagement initiatives, on average, decrease market value, which is likely because the shareholders are sensitive to the risk of these initiatives backfiring.Nevertheless, initiatives that stimulate word-of-mouth are viewed less negatively than initiatives that solicit customer feedback, as are initiatives that are supported by social media. Companies that operate in a competitive environment or do not advertise much can create value by stimulating customer engagement, while companies with a strong corporate reputation are likely to not benefit from it. |
| Databáze: | OpenAIRE |
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