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Journal of Business, Economics and Finance (JBEF)

.: Home > Journal of Business, Economics and Finance (JBEF) > 2014 > Volume 3 Number 1 > Ebru Enginkaya┬╣ and Emel Esen

DIMENSIONS OF ONLINE CUSTOMER ENGAGEMENT

Ebru Enginkaya┬╣ and Emel Esen
Yildiz Technical University, Istanbul, Turkey. E-mail: engink@yildiz.edu.tr Yildiz Technical University, Istanbul, Turkey. E-mail: emeloz@yildiz.edu.tr
Abstract :

Customer engagement is about emotional connection between businesses and customers, focusing on interaction with customers and customers’ value. The development of internet changes customers, extends options, changes the way consumers interact and communicate with companies. It is obvious that internet is a way to influence customers, building relationships with current and potential customers, provide after sales support. Engaging the customers is a primary driver of business success. The purpose of the paper is to define and measure online customer engagement by gathering data from customers who are using internet in shopping. By this purpose, an online customer engagement scale was developed and used, at the end of the factor analysis, it was found that customer engagement could be explained with trust, dedication and reputation dimensions. 

Keywords :
Customer Engagement, Online Customer, Engagement Dimensions

Date Deposited : 28 Mar 2016 15:43

Last Modified : 28 Mar 2016 15:43

Official URL: http://www.pressacademia.org/journals/jbef/archives/volume-3-issue-1

Volume 3, Number 1, - 2014 , ISSN 2146 - 7943

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