user engagement

Customer engagement is a marketing and strategic management concept. Practitioners view it as interactions, "engagements", between a firm and its customers, while academic researchers define it as a psychological state that “occurs by virtue of interactive customer experiences with a focal agent/object”, where focal agent/object can be any type of organization and/or its offerings such as branded products or services. As such, customer engagement is seen as a customer’s motivationally driven, volitional cognitive, emotional, and behavioral investments into interactions with such a focal agent/object. Marketing scholars see customer engagement as a key construct in understanding customer journeys and the most recent phase in marketing theory and management, following customer buying behavior process models (60s-70s), customer satisfaction and loyalty (70s), service quality (80s), relationship marketing (90s), customer relationship management (2000s), and customer centricity/ focus (2000s-2010s).

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