Customer engagement: A systematic review and future research priorities

Abstract

In a marketplace characterised by more demanding and more active customers, both academics and practitioners have become increasingly drawn to the concept of customer engagement (CE). Despite the recognised importance of CE, research in this area remains fragmented with a variety of definitions and conceptualisations evident in the literature. This is concerning, as a lack of alignment may result in misinterpretations, causing further divergence in future research. This paper thus offers a systematic review of the extant literature on customer engagement dated from 2009-2018, reflecting: (i) leading conceptualisations and manifestations of CE, (ii) customer- and firm-related CE antecedents, as well as (iii) CE outcomes from the customer and firm perspectives. Hence, it provides conceptual, methodological and thematic guidance to scholars studying CE. Furthermore, we discuss an extensive list of research priorities, developed based on future-focused contributions of 12 distinguished international experts, providing a strong foundation for shaping CE literature in future.