| Title: | Enhancing marketing performance through enterprise-initiated customer engagement |
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| Authors: | ID Marolt, Marjeta (Author)
ID Zimmermann, Hans Dieter (Author)
ID Pucihar, Andreja (Author) |
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| Files: |  Marolt-2020-Enhancing_Marketing_Performance_Th.pdf (1,16 MB)
MD5: 893D3E63B727BCD97B4417B138618EB6
 https://doi.org/10.3390/su12093931
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| Language: | English |
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| Work type: | Scientific work |
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| Typology: | 1.01 - Original Scientific Article |
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| Organization: | FOV - Faculty of Organizational Sciences in Kranj
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| Abstract: | 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. |
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| Keywords: | customer engagement, enterprise perspective, marketing performance, drivers |
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| Publication status: | Published |
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| Publication version: | Version of Record |
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| Submitted for review: | 16.04.2020 |
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| Article acceptance date: | 07.05.2020 |
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| Publication date: | 11.05.2020 |
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| Publisher: | MDPI |
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| Year of publishing: | 2020 |
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| Number of pages: | Str. 1-16 |
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| Numbering: | Letn. 12, št. 9, št. članka 3931 |
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| PID: | 20.500.12556/DKUM-91722  |
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| UDC: | 339.13 |
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| ISSN on article: | 2071-1050 |
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| COBISS.SI-ID: | 14808579 |
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| DOI: | 10.3390/su12093931 |
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| Publication date in DKUM: | 30.01.2025 |
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| Views: | 171 |
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| Downloads: | 13 |
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| Metadata: |    |
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| Categories: | Misc.
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