The growing complexity of customer engagement: a systematic review

Volume: 15, Issue: 2, Pages: 167 - 203
Published: Jun 1, 2020
Abstract
Purpose The topic of customer engagement has been growing in relevance and complexity in the last decade. Therefore, the purpose of this paper is to systematically review and critically analyse the research about customer engagement and address the research question: “What marketing research has been conducted on customer engagement until now and what could be future avenues for research?” Design/methodology/approach A systematic review of the...
Paper Details
Title
The growing complexity of customer engagement: a systematic review
Published Date
Jun 1, 2020
Volume
15
Issue
2
Pages
167 - 203
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