Customer Engagement: Conceptualization, Distinctiveness and Testing the Nomological Network
We have conceptualized & distinguished Customer Engagement (CE) from other constructs by extant literature review. We observed the mediation effect of CE between Involvement and Loyalty with the positive effect of Involvement on CE and CE’s positive effect on Loyalty but No direct effect of Involvement on Loyalty.
Citation:
Prateeksha Parihar, Jagrook Dawra, and Vinita Sahay (2016) ,"Customer Engagement: Conceptualization, Distinctiveness and Testing the Nomological Network", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 752-752.
Authors
Prateeksha Parihar, Indian Institute of Management Raipur, India
Jagrook Dawra, Indian Institute of Management Raipur, India
Vinita Sahay, Indian Institute of Management Raipur, India
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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