{"id":588,"date":"2019-11-30T18:21:25","date_gmt":"2019-11-30T15:21:25","guid":{"rendered":"http:\/\/www.etimm.ase.ro\/?p=588"},"modified":"2021-10-26T18:22:07","modified_gmt":"2021-10-26T15:22:07","slug":"customer-engagement-consequences-for-firms","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=588","title":{"rendered":"Customer Engagement Consequences for Firms"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"Customer Engagement Consequences for Firms\">Customer Engagement Consequences for Firms<\/span><\/span><\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Katarzyna \u017byminkowska\">Katarzyna \u017byminkowska, <meta name=\"citation_author\" content=\"Nagaraj Samala\">Nagaraj Samala, <meta name=\"citation_author\" content=\"Edyta Go\u0142\u0105b-Andrzejak\">Edyta Go\u0142\u0105b-Andrzejak<\/span><\/span><\/p>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2019\/11\/30\"><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"><meta name=\"citation_volume\" content=\"I\"><meta name=\"citation_issue\" content=\"1\"><meta name=\"citation_firstpage\" content=\"301\"><meta name=\"citation_lastpage\" content=\"311\"><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"><meta name=\"citation_issn\" content=\"2537-5865\"><\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M31\">M31<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"Purpose: Customer engagement (CE) is a customers\u2019 voluntary resource contribution to firms\u2019 functions, and it goes beyond transactions during customers\u2019 behavioral manifestations toward the brand or firm\u2019s offerings or activities. The effective CE management requires to understand the potential CE effects, and leverage the potential benefit and threat of CE, however negative consequences or risks of CE have remained unexplored in existing literature. Therefore, this paper explores both negative and positive consequences of customer engagement for firms. Methodology: Based on computer-assisted telephone interviews with 402 firms operating in the field of consumer goods and services, descriptive statistics and structural equation modelling were used in this study. Findings: This study recognizes firm-level risks of CE associated with customer resource integration and reveals the linkages between those risks and firm-level benefits of engaging customers by firms. Originality\/value: The paper proposes realistic view on firm-level consequences of CE and provides insights into how firms should manage CE by understanding the dark-side of CE resulting from integrating customers\u2019 resources in business processes.\">Purpose: Customer engagement (CE) is a customers\u2019 voluntary resource contribution to firms\u2019 functions, and it goes beyond transactions during customers\u2019 behavioral manifestations toward the brand or firm\u2019s offerings or activities. The effective CE management requires to understand the potential CE effects, and leverage the potential benefit and threat of CE, however negative consequences or risks of CE have remained unexplored in existing literature. Therefore, this paper explores both negative and positive consequences of customer engagement for firms. Methodology: Based on computer-assisted telephone interviews with 402 firms operating in the field of consumer goods and services, descriptive statistics and structural equation modelling were used in this study. Findings: This study recognizes firm-level risks of CE associated with customer resource integration and reveals the linkages between those risks and firm-level benefits of engaging customers by firms. Originality\/value: The paper proposes realistic view on firm-level consequences of CE and provides insights into how firms should manage CE by understanding the dark-side of CE resulting from integrating customers\u2019 resources in business processes.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"Customer engagement, Firm-level risks of customer engagement, Firm-level risks of customer engagement.\">Customer engagement, Firm-level risks of customer engagement, Firm-level risks of customer engagement.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_108.pdf\"><a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_108.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><\/h4>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_108.ris\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title Customer Engagement Consequences for Firms Author Katarzyna \u017byminkowska, Nagaraj Samala, Edyta Go\u0142\u0105b-Andrzejak Classification JEL M31 Abstract Purpose: Customer engagement (CE) is a customers\u2019 voluntary resource contribution to firms\u2019 functions, and it goes beyond transactions during customers\u2019 behavioral manifestations toward the brand or firm\u2019s offerings or activities. The effective CE &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[23],"tags":[],"coauthors":[18],"class_list":["post-588","post","type-post","status-publish","format-standard","hentry","category-jetimm_2019"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/588","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=588"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/588\/revisions"}],"predecessor-version":[{"id":589,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/588\/revisions\/589"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=588"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=588"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=588"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=588"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}