20.500.12556/DKUM-91722 Enhancing marketing performance through enterprise-initiated customer engagement The exponential speed of technological advancements and the ever-changing needs of customers have changed the way enterprises engage with their customers. However, despite the increasing scholarly interest in the enterprise-initiated perspective of customer engagement (CE) in recent years, it remains unclear what drives enterprises to initiate customer engagement and how enterprise-initiated customer engagement enhances enterprise performance. Thus, the purpose of this study is to develop and evaluate a conceptual model that consists of drivers and outcomes of enterprise-initiated customer engagement. After developing a conceptual model based on previous conceptual approaches to customer engagement, a quantitative survey was undertaken to gather the data from business-to-customer micro, small, and medium-sized enterprises. The data were analyzed using the partial least square path modelling. The findings showed that external pressure and organizational readiness influence enterprise-initiated customer engagement. Enterprise-initiated customer engagement was also found to influence marketing performance. The empirical findings provide insights for managers that explain what drivers may influence enterprise-initiated customer engagement and what benefits they can expect. Overall, this research extends the understanding of the CE domain and provides additional insights for the drivers and outcomes of enterprise-initiated CE. customer engagement enterprise perspective marketing performance drivers vključenost strank vidik podjetja dejavniki marketing uspešnost true false true MDPI Angleški jezik Slovenski jezik Znanstveno delo 2025-01-30 13:08:39 2025-01-30 13:15:42 2025-01-31 03:11:17 0000-00-00 00:00:00 2020 0 0 Str. 1-16 št. 9, št. članka 3931 Letn. 12 2020 0000-00-00 Zaloznikova Objavljeno NiDoloceno 2020-04-16 2020-05-07 2020-05-11 339.13 14808579 10.3390/su12093931 2071-1050 Marolt-2020-Enhancing_Marketing_Performance_Th.pdf Marolt-2020-Enhancing_Marketing_Performance_Th.pdf 1 893D3E63B727BCD97B4417B138618EB6 b38a4acb766f43282dc020c85ae2bc3889e67ab6a8ed4b435e7d7e64f34eaebe ce1361ee-df03-11ef-8abf-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=188333 https://doi.org/10.3390/su12093931 0 f1dc7893-df02-11ef-8abf-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=188332 Fakulteta za organizacijske vede 0 0 0