Mattila, Osmo
- Institutionen för skoglig resurshushållning, Sveriges lantbruksuniversitet
- University of Eastern Finland
Sammanfattning
Using new technologies in customer interactions is a popular way of trying to increase customer engagement. It is, however, unknown how such efforts by marketers' affect engagement, and particularly to what that engagement relates to. By analysing interview and observation data, the engagement manifestations of customers of a B2B company using virtual-reality technology were studied. The results show that customer engagement can be targeted at not only brands or firms but also the service the firm offers or the technology that enables the service. It is argued that the different objects of engagement can coexist and support each other but engagement with the firm is less susceptible to fluctuations. Marketers should be aware of what triggers customer engagement and what it is targeted at.
Nyckelord
Customer engagement; objects of engagement; virtual reality; marketing technology; business-to-business
Publicerad i
Journal of Marketing Management
2020, volym: 36, nummer: 3-4, sidor: 334-360
Utgivare: ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
SLU författare
UKÄ forskningsämne
Nationalekonomi
Publikationens identifierare
- DOI: https://doi.org/10.1080/0267257X.2020.1736603
Permanent länk till denna sida (URI)
https://res.slu.se/id/publ/105282