Enhancing Customer Engagement Through Consciousness

Published on Mar 1, 2017in Journal of Retailing
· DOI :10.1016/J.JRETAI.2016.12.001
Dhruv Grewal89
Estimated H-index: 89
(Babson College),
Anne L. Roggeveen26
Estimated H-index: 26
(Babson College)
+ 1 AuthorsJens Nordfält12
Estimated H-index: 12
(HHS: Stockholm School of Economics)
Firms and academics recognize the importance of creating an engaged customer base, though an in-depth understanding of how to achieve it is limited. This article proposes that firms that use consciousness as a foundational philosophy can create a more engaging and meaningful customer experience. A retailer or service provider with foundations in consciousness has a higher purpose and values that get espoused and fulfilled throughout the organization, working in a way to optimize benefits to its multiple stakeholders (investors, employees, customers, suppliers, the environment, the community). Building on these foundations, retailers can achieve deeper engagement with customers, deliver outstanding customer experiences, create emotional connections with customers, and establish a shared identity based on a clear purpose and values.
📖 Papers frequently viewed together
769 Citations
1,026 Citations
#1Kusum L. Ailawadi (Dartmouth College)H-Index: 28
#2Paul Farris (UVA: University of Virginia)H-Index: 26
The increase in the variety of channel formats, and the progression from single, to multi-, then to omni-channel marketing has made shopping and buying more convenient for consumers, but trickier to manage for marketers—both upstream suppliers and downstream retailers. The first step in managing multi- and omni-channel distribution is to find the specific metrics that will facilitate reliable analysis of the relationship between distribution and marketing objectives. That is our primary goal in ...
136 CitationsSource
#1Vinod KumarH-Index: 26
#1Vikas KumarH-Index: 82
Last. Hyunseok Song (J. Mack Robinson College of Business)H-Index: 1
view all 3 authors...
Retailers are dynamic in nature, and their strategies keep evolving with changing scenarios and availability of new technologies. In the current scenario, there is a need for a comprehensive and organizing framework for retailers to develop and implement a complex set of strategies. In this article, we broadly categorize retailers’ implementation of strategies at four levels—market, firm, store and customer. The four-level categorization has been done using a triangulation approach consisting of...
69 CitationsSource
#1Andrew Alexander (University of Surrey)H-Index: 19
#2Christoph Teller (University of Surrey)H-Index: 28
Last. Anne L. Roggeveen (Babson College)H-Index: 26
view all 3 authors...
This research examines how managers act as a boundary spanner in two types of boundary-spanning relationships and how their boundary-spanning activities provide support for customer value creation in service networks. Using an embedded case design in three shopping centers, the results from interviews with retail store managers and shopping center managers indicate that store managers span boundaries between both the parent organization and the shopping center and between the shopping center and...
10 CitationsSource
#1Katherine N. Lemon (BC: Boston College)H-Index: 34
#2Pieter VerhoefH-Index: 6
AbstractUnderstanding customer experience and the customer journey over time is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature. These changes require firms to integrate multiple business functions, and even external partners, in creating and delivering positive customer experiences. In this article, the authors aim to develop a stronger understanding of customer experience and th...
1,026 CitationsSource
#1Anne L. Roggeveen (Babson College)H-Index: 26
#2Jens Nordfält (HHS: Stockholm School of Economics)H-Index: 12
Last. Dhruv Grewal (Babson College)H-Index: 89
view all 3 authors...
This research examines the impact of in-store digital displays on retail sales across four different store formats. The results of three field experiments show that sales in hypermarkets are enhanced when digital displays are on. However, in supercenters and supermarkets, having the digital displays on has a minimal effect on sales, and in smaller stores (e.g., convenience stores), the digital displays have a negative impact on sales. A follow-up study confirms that the lift in sales in larger s...
48 CitationsSource
#1Anne L. Roggeveen (Babson College)H-Index: 26
#2Dhruv Grewal (Babson College)H-Index: 89
Last. Ramayya Krishnan (UM: University of Miami)H-Index: 58
view all 4 authors...
Manufacturers and online retailers are readily availing themselves of new technologies to present their merchandise using a variety of formats, including static (still image) and dynamic (video) portrayal. Building on vividness theory, the authors propose and demonstrate that presenting products and services using a dynamic visual format enhances consumer preference for hedonic options and willingness to pay for those options. The dynamic presentation format increases involvement with the produc...
67 CitationsSource
#1Bas Hillebrand (Radboud University Nijmegen)H-Index: 20
#2Paul H. Driessen (Radboud University Nijmegen)H-Index: 8
Last. Oliver Koll (University of Innsbruck)H-Index: 9
view all 3 authors...
This conceptual paper argues that the marketing discipline should move away from its rather restrictive focus on customers toward a view of marketing that acknowledges the interrelatedness of stakeholders. Building on multiplicity theory, this paper presents stakeholder marketing as a revised perspective on marketing that views stakeholder networks as continuous instead of discrete multiplicities. This revised perspective offers a better understanding of stakeholder networks where (1) value exch...
93 CitationsSource
#1David Chandler (University of Colorado Denver)H-Index: 10
9 CitationsSource
#1Abhijit Biswas (WSU: Wayne State University)H-Index: 38
#2Sandeep Bhowmick (ISU: Indiana State University)H-Index: 3
Last. Dhruv Grewal (Babson College)H-Index: 89
view all 4 authors...
How exactly does the display location of a sale price relative to the original price affect consumers' evaluations? Across multiple studies, including field studies with actual choices and studies with nonstudent samples, this article shows that consumer evaluations are a function of the display location of the sale price, but such evaluations are moderated by discount depth. First, presenting the smaller number to the right (vs. left) makes it easier to initiate the subtraction task, a phenomen...
48 CitationsSource
#1Humphrey BourneH-Index: 7
#2Mark Jenkins (Cranfield University)H-Index: 18
We make the case that there are four distinct forms of organizational values – espoused, attributed, shared and aspirational. These partial, but related, forms encompass variation in temporal orientation and levels of analysis. We use these forms to reveal the dynamic nature of organizational values by delineating the evolution of gaps and overlaps between them. We set out a series of propositions, originating from institutional, organizational and managerial sources to explain the nature of mov...
88 CitationsSource
Cited By36
1 CitationsSource
#1Ashish Kalra (La Salle University)H-Index: 3
#1Ashish Kalra (La Salle University)H-Index: 1
Last. Elten BriggsH-Index: 12
view all 3 authors...
Grounded in social capital theory, this study explores the influence of intraorganizational social capital on frontline employees’ (FLEs) competitive intelligence activities and the subsequent effe...
#1Anubhav A. Mishra (Goa Institute of Management)H-Index: 7
#2Megha Verma (Mewar University)
This study explores the lived phenomenon of customer experience (CX) across the customer decision journey of two divergent segments of customers in a naturalistic environment. Specifically, the stu...
#1Aaleya Rasool (Central University of Kashmir)H-Index: 3
#2Farooq Ahmad Shah (Central University of Kashmir)H-Index: 6
Last. Muhammad Tanveer (Prince Sultan University)H-Index: 5
view all 3 authors...
Despite the paramount importance of work on customer engagement and brand experience, there is a vital research gap regarding inspecting the relational dynamics between these constructs across the ...
#1Muhibul Haq (University of Huddersfield)H-Index: 3
#2Martin Johanson (Dalarna University)H-Index: 17
Last. Tribikram Budhathoki (University of Huddersfield)H-Index: 2
view all 5 authors...
Abstract Business researchers and policymakers frequently overlook ethnic minority microbusinesses. Yet, together with small and medium-sized organizations, microbusinesses drive both local and national economies. Combining social capital theory with the resource-based view and building upon 43 in-depth interviews, this study proposes a model of ‘compassionate customer service’. In ethnic minority microbusinesses, coethnic culturally sensitive customer service is an important strategic resource ...
#1Pankaj M. Madhani (ICFAI: Institute of Chartered Financial Analysts of India)H-Index: 8
During COVID-19 pandemic, the use of social media enhances information exchange at a global level; therefore, customers are more aware and make backup plans to take optimal decisions. This study explores the customer psychology of impulse buying during COVID-19 pandemic.,The researcher, being a social constructionist, aims at understanding social patterns in impulsive buying strategies during COVID-19 pandemic. Forty UK consumers were participated using the telephonic interview method with the p...
3 CitationsSource
#1Sylvia C. Ng (MIT: Massachusetts Institute of Technology)H-Index: 3
#1Sylvia C. Ng (MIT: Massachusetts Institute of Technology)
Last. Carolin Plewa (University of Adelaide)H-Index: 22
view all 3 authors...
Abstract In a marketplace characterised by more demanding and more active customers, both academics and practitioners have become increasingly drawn to the concept of customer engagement (CE). Despite the recognised importance of CE, research in this area remains fragmented with a variety of definitions and conceptualisations evident in the literature. This is concerning, as a lack of alignment may result in misinterpretations, causing further divergence in future research. This paper thus offer...
3 CitationsSource