Conceptualizing Customer Engagement and Attracting New Prospects
A Case Study of a New Bank in Thailand
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Customer engagement means so much to the future of almost all commercial companies. It is more complex than ever before and there has been a dramatic change in how customer service takes place. There are many changes taking place; globalization, advanced technology, a tougher competitive environment, more knowledgeable and sophisticated customers are just some of the shifts occurring in the business climate. However there is limited evidence integrating the effects of the variables simultaneously, thus producing a complete picture of the alignment of corporate culture and values, internal bran...
Customer engagement means so much to the future of almost all commercial companies. It is more complex than ever before and there has been a dramatic change in how customer service takes place. There are many changes taking place; globalization, advanced technology, a tougher competitive environment, more knowledgeable and sophisticated customers are just some of the shifts occurring in the business climate. However there is limited evidence integrating the effects of the variables simultaneously, thus producing a complete picture of the alignment of corporate culture and values, internal branding, and client relationships with customer satisfaction to create customer engagement. A full understanding of management and employee commitment to personal service effectiveness and brand values to create customer satisfaction and subsequent customer engagement requires an examination of the antecedents but there is no single empirical study so far. This study, therefore, endeavors to fill this gap by finding an effective methodology to engage existing customers and at the same time attract new customers.
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