Achieving retail website customer engagement

Catherine Demangeot, Amanda J. Broderick, Gordon E. Greenley

Research output: Contribution to conferencePaper

Abstract

This paper proposes a conceptualization of retail website customer engagement. It then empirically tests relationships between the constructs making up the phenomenon of customer engagement (intimacy, involvement, interaction, intention to revisit) and its three drivers (experiential exploration, informational exploration, sense-making potential). We define customer engagement as the intensity of a customer's proactiveness towards a retail website during a navigation. The conceptual model distinguishes between the antecedent role of customer engagement's organismic components (involvement and intimacy) and the subsequent role of its behavioral components (interaction and intention to revisit). It brings together relationship marketing and marketing communication perspectives into a single model. Psychometrically sound measures of the four constructs of customer engagement and its drivers are developed and validated. Structural equation modeling results provide support to all hypothesized relationships. The findings show the connection between the relational constructs of intimacy and intention to revisit, and between the communication constructs of involvement and interaction. Further, experiential exploration and informational exploration both activate customer engagement, but through different routes: experiential exploration activates the communication route more while informational exploration activates the relational route more.

Conference

ConferenceEuropean Marketing Academy (EMAC) 37th Conference
CityBrighton
Period27/05/0830/05/08

Fingerprint

Web sites
Customer engagement
Retail
Interaction
Intimacy
Communication
Conceptualization
Marketing communications
Navigation
Structural equation modeling
Conceptual model
Proactiveness
Sensemaking

Keywords

  • customer engagement
  • customer interaction
  • internet retailing
  • retail websites
  • relationship marketing
  • marketing communication

Cite this

Demangeot, C., Broderick, A. J., & Greenley, G. E. (2008). Achieving retail website customer engagement. Paper presented at European Marketing Academy (EMAC) 37th Conference, Brighton, .
Demangeot, Catherine ; Broderick, Amanda J. ; Greenley, Gordon E. / Achieving retail website customer engagement. Paper presented at European Marketing Academy (EMAC) 37th Conference, Brighton, .
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title = "Achieving retail website customer engagement",
abstract = "This paper proposes a conceptualization of retail website customer engagement. It then empirically tests relationships between the constructs making up the phenomenon of customer engagement (intimacy, involvement, interaction, intention to revisit) and its three drivers (experiential exploration, informational exploration, sense-making potential). We define customer engagement as the intensity of a customer's proactiveness towards a retail website during a navigation. The conceptual model distinguishes between the antecedent role of customer engagement's organismic components (involvement and intimacy) and the subsequent role of its behavioral components (interaction and intention to revisit). It brings together relationship marketing and marketing communication perspectives into a single model. Psychometrically sound measures of the four constructs of customer engagement and its drivers are developed and validated. Structural equation modeling results provide support to all hypothesized relationships. The findings show the connection between the relational constructs of intimacy and intention to revisit, and between the communication constructs of involvement and interaction. Further, experiential exploration and informational exploration both activate customer engagement, but through different routes: experiential exploration activates the communication route more while informational exploration activates the relational route more.",
keywords = "customer engagement, customer interaction, internet retailing, retail websites, relationship marketing, marketing communication",
author = "Catherine Demangeot and Broderick, {Amanda J.} and Greenley, {Gordon E.}",
note = "Recipient of the 2008 Tony Beasley Award. Also presented at the European Marketing Academy Conference, Brighton, 2008.; European Marketing Academy (EMAC) 37th Conference ; Conference date: 27-05-2008 Through 30-05-2008",
year = "2008",
month = "9",
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}

Demangeot, C, Broderick, AJ & Greenley, GE 2008, 'Achieving retail website customer engagement' Paper presented at European Marketing Academy (EMAC) 37th Conference, Brighton, 27/05/08 - 30/05/08, .

Achieving retail website customer engagement. / Demangeot, Catherine; Broderick, Amanda J.; Greenley, Gordon E.

2008. Paper presented at European Marketing Academy (EMAC) 37th Conference, Brighton, .

Research output: Contribution to conferencePaper

TY - CONF

T1 - Achieving retail website customer engagement

AU - Demangeot, Catherine

AU - Broderick, Amanda J.

AU - Greenley, Gordon E.

N1 - Recipient of the 2008 Tony Beasley Award. Also presented at the European Marketing Academy Conference, Brighton, 2008.

PY - 2008/9

Y1 - 2008/9

N2 - This paper proposes a conceptualization of retail website customer engagement. It then empirically tests relationships between the constructs making up the phenomenon of customer engagement (intimacy, involvement, interaction, intention to revisit) and its three drivers (experiential exploration, informational exploration, sense-making potential). We define customer engagement as the intensity of a customer's proactiveness towards a retail website during a navigation. The conceptual model distinguishes between the antecedent role of customer engagement's organismic components (involvement and intimacy) and the subsequent role of its behavioral components (interaction and intention to revisit). It brings together relationship marketing and marketing communication perspectives into a single model. Psychometrically sound measures of the four constructs of customer engagement and its drivers are developed and validated. Structural equation modeling results provide support to all hypothesized relationships. The findings show the connection between the relational constructs of intimacy and intention to revisit, and between the communication constructs of involvement and interaction. Further, experiential exploration and informational exploration both activate customer engagement, but through different routes: experiential exploration activates the communication route more while informational exploration activates the relational route more.

AB - This paper proposes a conceptualization of retail website customer engagement. It then empirically tests relationships between the constructs making up the phenomenon of customer engagement (intimacy, involvement, interaction, intention to revisit) and its three drivers (experiential exploration, informational exploration, sense-making potential). We define customer engagement as the intensity of a customer's proactiveness towards a retail website during a navigation. The conceptual model distinguishes between the antecedent role of customer engagement's organismic components (involvement and intimacy) and the subsequent role of its behavioral components (interaction and intention to revisit). It brings together relationship marketing and marketing communication perspectives into a single model. Psychometrically sound measures of the four constructs of customer engagement and its drivers are developed and validated. Structural equation modeling results provide support to all hypothesized relationships. The findings show the connection between the relational constructs of intimacy and intention to revisit, and between the communication constructs of involvement and interaction. Further, experiential exploration and informational exploration both activate customer engagement, but through different routes: experiential exploration activates the communication route more while informational exploration activates the relational route more.

KW - customer engagement

KW - customer interaction

KW - internet retailing

KW - retail websites

KW - relationship marketing

KW - marketing communication

M3 - Paper

ER -

Demangeot C, Broderick AJ, Greenley GE. Achieving retail website customer engagement. 2008. Paper presented at European Marketing Academy (EMAC) 37th Conference, Brighton, .