Conceptualizing the Dynamic and Iterative Nature of Customer Engagement

Along with the perspective shift in marketing theory towards a Service-Dominant (S-D) logic and the change in consumer behavior, due to new media, the Customer Engagement (CE) concept is gaining increasing levels of scholarly interest. However, a lack of empirical scrutiny exists in the current literature, regarding the dynamic and iterative nature of the CE concept. The present paper identifies relational concepts, which were used as antecedents and/or consequences of CE. The findings outline critical differences underpinning the nomological network analysis of CE. Thus it contributes to the theoretical development of CE and provides tangible implications for empirical research.