'Level Up': Leveraging Skill and Engagement to Maximize Player Retention in Online Video Games

As firms recast their view of customer interaction from a transactional to a relationship-based mindset, their focus has moved towards building and leveraging “customer engagement”; however, customer engagement as a construct has proven hard to define and measure. We therefore propose a modeling approach that treats customer engagement as a latent variable while including its antecedents and consequences (business outcomes). Specifically, we...