Customer engagement: Developing an innovative research that has scholarly impact

被引：8
作者：
Brodie, Roderick J. [1 ]
Juric, Biljana [1 ]
机构：
[1] Univ Auckland, Dept Mkt, Auckland, New Zealand
来源：
JOURNAL OF GLOBAL SCHOLARS OF MARKETING SCIENCE | 2018年 / 28卷 / 03期
关键词：
customer; engagement; seminal; theory;
D O I：
10.1080/21639159.2018.1466657
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This essay outlines the development of a stream of research about customer engagement that is having a substantial scholarly impact. We explore the conditions to achieve this success which includes the critical role of the theorizing process. The theorizing process is the core to crafting two seminal contributions. Implications for achieving innovative research that has a scholarly impact concludes the essay.
引用
收藏
页码：291 / 303
页数：13
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