Abstract:

This study advances the conceptualization and operationalization of customer engagement (CE) as the object of marketing management. Past scholarship has only partially addressed the dimensionality of CE behaviour and the need of the holistic approach to the variety of CE manifestations in profitable CE management. This study contributes to the nascent stream of research that aims to theoretically refine and operationalise CE behaviour by espousing three CE dimensions. Based on a multi-stage research process and using qualitative data from consumers and experts, and quantitative data from 2,080 consumers, the study develops and validates 12-item scale of CE behaviour. The scale can be used to operationalise and stimulate CE by marketing managers in consumer goods and services sector.