Customer Engagement: An Experiential System View

Abstract

Purpose - This conceptual research analyses the interrelationship of cognition and affect in the development of customer engagement in the backdrop of the cognitive-experiential self-theory. Design/methodology/approach - The existing literature on the interpretation of customer engagement and cognitive experiential self-theory is used to develop the new theoretical framework of customer engagement Findings -The multidimensional view of the interaction between the intra-psychic subsystems of cognition, affect, inner dispositions and behaviour is the one generally followed by investigators in the analysis of customer engagement. In the dynamics of customer engagement, it has been recognized that cognition and affect individually and interactively contribute to the state of customer engagement as these are considered to be the core processes of engagement. Research limitations - Being a conceptual paper, primary empirical support is lacking to explain the cognitive-experiential system view of customer engagement Practical implications -The mechanisms of customer engagement in the application of marketing strategy and the understanding of the consumption patterns of the consumer provide new insights to the marketing activities and the consumer. Originality/value -The suggested framework of customer engagement provides yet another way of interpreting the same from the perspective of intra-individual sub-systems.