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Theoretical Framework For Customer Engagement

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The question chosen for this proposal is “customer loyalty no longer exists, long live customer engagement”. In a way this statement is correct, as it has been observed that customer loyalty is not part of the field anymore. Customers buy what they like from where they like. They have not bounded themselves to a particular brand that they would buy their product from that outlet only, and no other outlet. Shoppers are no more brand faithful. They might be faithful to the engagement encounter that a specific brand offers (Wirtz, et.al, 2013). Once the experiential components of brand engagement vanish, much of the time, so does the enthusiastic association customers have with the brand that was giving them that one of a kind affair (Murray, …show more content…

Each of the building blocks suggests some kind of relationship in customer loyalty which would be discussed in detail in the dissertation of this study.
Theoretical Framework for Customer Engagement Source - Yoo, & Bai, 2013
The theoretical framework chosen for customer engagement focuses on the diverse areas of how customers engage with a brand based on their needs. Currently, customers do not go for brands, they are more prone to having their needs fulfilled even if it means shopping from a brand that they are barely aware of (Yoo, & Bai, 2013). The above framework reveals the three sides of consumer engagement which are antecedents of customer engagement, the central aspect, and consequences of having customer engagement (Dawson, 2012).
Major Themes
Target Marketing
An objective business sector is a gathering of clients a business has chosen to point its promoting endeavours and at last its stock towards (Wilder, Collier, & Barnes, 2014). In relation to the statement of the paper, target market can be utilised by brands in order to attract those audiences that are more focused on their needs rather than being loyal to a particular brand (van Riel, et.al, …show more content…

There was a time, when people used to feel proud in being loyal to a particular brand and making certain that they did all their shopping from that specific brand. However, in recent time, things have changed. Now, people are more focused on buying the product that they need rather than focusing on purchasing that product from the brand they were loyal too. Customer engagement has increased significantly owing to which it is important that brands now focus on the needs of the consumers. In this aspect, many other factors take place too. These factors are law, target marketing, lifetime value, and so

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