Customer engagement with digitalized interactive platforms in retailing

RFID in Retailing and Customer Relationship Management

Radio Frequency Identification (RFID) is a hot topic in retail supply chain management [Behrenbeck, Küpper et al. 2004]. Yet, a recent study predicts “that the true benefits of RFID for retailers will be in enhanced marketing opportunities” [Sharpless 2005]. Research on RFID for marketing purposes is still rare giving the opportunity for more specific research on how RFID will influence busines...

Editorial: RFID in Retailing and Customer Relationship Management

Social Engagement and Customer Profitability in Online Customer Networks

The rapid growth of the Internet has led to a revolution in the relationship between customers and companies. After the first experiences on social media platforms, companies started hosting their own online customer networks where formerly passive consuming customers are able to connect, share, and cooperate with each other and the company. This social engagement of customers is generally cons...

Customer experience management in retailing: Communication and promotion

Communication and promotion decisions form the heart of retailer customer experience management strategy. In this review paper, we address two key questions from a retailer’s perspective: (1) what have we learned from prior research about promotion, advertising, and other forms of communication and (2) what major issues should future research in this area address. In addressing these questions,...

Research Categories in Studying Customer Engagement

INTRODUCTION The term customer engagement, which most often refers to the customer’s increasingly active role either with regards to the customer’s emotional or cognitive involvement with brands, their behavioral manifestations beyond purchase in interaction with brands or their role in the value co-creation process, has been consolidated in the literature in the recent years as a relevant conc...