Customer Engagement Concept in Tourism Marketing

• Autorzy: Katarzyna Żyminkowska , Dorota Lorenc
• Języki publikacji: EN

Abstrakty

EN

Until now little is known about the customer engagement1 (CE) concept in co-creating customer experience and value in tourism industry. The attention to the topic is increasing in academic environment as well as in the business one. It is demonstrated by the growing number of discussions, papers, conferences or seminars. So far, the research and analysis show several approaches in defining CE with its few nature and scope perceptions. There are also attempts to distinguish the concept from other relational theories. As an integral part of a relationship marketing, CE strategies can be implemented to marketing management especially in service sector. Due to an experiential nature of tourism services and products, business providers are able to engage their customers throughout whole process of consumption. That is why finding the proper way to manage CE activities can lead to a competitive advantage. The current study has been taken in accordance to deliver the appropriate tool in concept understanding in discussed industry as well as to summarize important and basic CE issues. The purpose of study is to provide a literature review on customer engagement concept in tourism industry. It addresses the gap in the knowledge development of service management, especially in the area of tourism and tourism marketing. (original abstract)

Słowa kluczowe

EN

Tourism marketing; Tourism services; Customer engagement; Customer behaviour

PL

Marketing turystyczny; Usługi turystyczne; Zaangażowanie klienta; Zachowania klientów

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2019
• Numer: t. 20, z. 2, cz. 1 Marketing turystyczny
• Strony: 209--223

Twórcy

autor

Katarzyna Żyminkowska

• Akademia Techniczno-Humanistyczna w Bielsku Białej ; Uniwersytet Ekonomiczny w Katowicach

autor

Dorota Lorenc

• University of Economics in Katowice, Poland

Bibliografia

• American Marketing Association, "Definition of marketing", https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx, access 29.04.2018.
• Andreassen T.W., Streukrens S. (2009), Service innovation and electronic word-of-mouth: Is it worth listening to?, "Journal of Service. Theory and Practice", Vol. 19, No. 3, pp. 249-265.
• Appiah-Adu K., Fyall A., Singh S. (2000), Marketing Culture and Customer Retention in the Tourism Industry, "The Service Industries Journal", Vol. 20, No. 2, pp. 95-113.
• Applebaum A. (2001), The Constant Customer, Gallup Business Journal, June 17.
• Banyai M. (2011), Travel Blogs in Marketing Research: Stories of Stratford, Canada, "Tourism Travel and Research Association: Advancing Tourism Research Globally", 65.
• Beckers S.F.M., Van Doorn J., Verhoef P.C. (2016), Economic outcomes of customer engagement. Emerging finding, contemporary theoretical perspectives, and future challenges [in:] Brodie R.J., Hollebeek L., Conduit J. (eds.), Customer Engagement. Contemporary issues and challenges, Routlage, New York, pp. 21-52.
• Bendapudi N., Leone R.P. (2003), Psychological implications of customer participation in coproduction, "Journal of Marketing", Vol. 67, pp. 14-28.
• Bijmolt T.H., Leeflang P.S., Block F., Eisenbeis M., Hardie B.G., Lemmens A., Saffert P. (2010), Analytics for Customer Engagement, "Journal of Service Research" 13(3).
• Binkhorst E., Den Dekker T. (2009), Agenda for co-creation tourism experience research, "Journal of Hospitality Marketing & Management" 18(2/3): 311-327.
• Brejla P., Gilbert D. (2014), An Exploratory Use of Web Content Analysis to Understand Cruise Tourism Services, "International Journal of Tourism Research", Vol. 16, pp. 157-168.
• Brodie R.J., Hollebeek L.D., Jurić B., Ilić A. (2011), Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research, "Journal of Service Research", 14(3).
• Chesbrough H.W. (2003), Open innovation: the new imperative for creating and profiting from technology, Harvard Business School Press Books, Boston, USA.
• Chatchoth P.K., Ungson G.R., Altinay L., Chan E.S.W., Harrington R. (2016), Co-creation and higher order customer engagement in hospitality and tourism services, "International Journal of Contemporary Hospitality Management", Vol. 28, No. 2, pp. 222-245.
• Chatchoth P.K., Ungson G.R., Altinay L., Chan E.S.W., Harrington R., Okumus F. (2014), Barriers affecting organizational adoption of higherorder customer engagement in tourism service interactions, "Tourism Management, Vol. 42, pp. 181-193.
• Dong B., Evans K., Zou S. (2007), The effects of customer participation in co-created service recovery, "Journal of the Academy of Marketing Science", Vol. 36(1), pp. 123-137.
• Gabbott M. (2004), Undertaking a literature review in marketing, "The Marketing Review", Vol. 4, No. 4, pp. 411-429.
• Gummeson E. (2008), Extending the service dominant logic: from customer centricity to balanced centricity, "Journal of the Academy of Marketing Science", 36(1), pp. 15-17.
• Haahti A. (2003), Theory of Relationship Cultivation: A point of View to Design Experience, "Journal of Business and Management", Vol. 9, No. 3, pp. 303-321.
• Harmeling C., Moffett J., Arnold M., Carlson B. (2016), Toward a theory of customer engagement marketing, "Journal of the Academy of Marketing Science", December.
• Henry M., Harte B. (2012), A new model for assessing the value of social media activity, "Journal of Brand Strategy", Vol. 1, No. 3, pp. 234-239.
• Hollebeek L. (2011), Demystifying Customer Brand Engagement: Exploring the Loyalty Nexus, "Journal of Marketing Management", Vol. 27(7-8).
• Jaakkola E., Alexander M. (2015), The Role of Customer Engagement Behavior in Value Co-Creation. A Service System Perspective, "Journal of Service Research", 17(3).
• Jang S.C., Hu C., Bai B. (2006), A canonical correlation analysis of e-relationship marketing and hotel financial performance, "Tourism and Hospitality Research", Vol. 6, pp. 241-250.
• Kohler T., Matzler K., Fuller J. (2009), Avatar-based innovation: using virtual worlds for real-world innovation, "Technovation", Vol. 29, pp. 345-407.
• Le Minh T. (2015), Building Trust on the Online Review Site of Trip Advisor: The Cases of Top Ranked Hotels in Ho Chi Minh City, Vietnam, "An Online International Research Journal", Vol. 1, Issue 2.
• Meuter M.L., Ostrom A.L., Roundtree R.I., Bitner M.J. (2000), Self-service technologies: understanding customer satisfaction with technology-based service encounters, "Journal of Marketing", Vol. 6, pp. 50-64.
• Morrongiello C., N'Goala G., Kreziak D. (2017), Customer Psychological Empowerment as a Critical Source of Customer Engagement, "International Studies of Management and Organization", Vol. 47, pp. 61-87.
• Mustak M., Jaakkola E., Halinen A. (2013), Customer participation and value creation: A systematic review and research implications, "Managing Service Quality", Vol. 23, No. 4, pp. 341-359.
• Neuhofer B., Buhalis D., Ladkin A. (2014), A Typology of Technology-Enhanced Tourism Experience, "International Journal of Tourist Research", Vol. 16, pp. 340-350.
• Nguyen N.D.T., Nguyen N.T., Trinh T.A. (2017), Attitude of Customer Trust and Engagement on Tourism in Ho Chi Minch City, Conference: Innovation and Policy.
• Olsson A.K. (2012), Spatial aspects of member retention, participation and co-creation in tourism settings, "International Journal of Nonprofit and Voluntary Sector Marketing", Vol. 17, pp. 231-247.
• Patterson P., Yu T., de Ruyter K. (2006), Understanding customer engagement in services, Proceedings of ANZMAC 2006 Conference, Brisbane, 4-6 Dec.
• Prebensen N.K., Foss L. (2011), Coping and Co-creating in Tourist Experiences, "International Journal of Tourist Experiences", Vol. 13, pp. 54-67.
• Purcarea T., Ratiu M.P. (2008), On effects of the Producer-Retailer-Consumer Relationship's Knowledge on the Marketing Future, "Annals of the University of Oradea, Economic Science Series", /15825450, 20081201, pp. 1143-1152.
• Ratiu M.P., Iljuta N.C. (2008), Customer experience management - the most important dimension of the firm strategy, "Annals of the University of Oradea, Economic Science Series", /15825450, 20081201, pp. 1169-1173.
• Reichheld F.F., Sasser Jr W.E. (1990), Zero Defections: Quality comes to services, "Harvard Business Review", Vol. 68, No. 5, pp. 105-111.
• Rihova I., Buhalis D., Moital M., Gouthro M-B. (2015), Conceptualising Consumer-to-consumer Value Co-creation in Tourism, "International Journal of Tourism Research", Vol. 17, pp. 356-363.
• Romero J., Okazaki S. (2015), Exploring customer engagement behavior: construct proposal and its antecedents, 2nd International Symposium on Partial Least Squares Path Modeling.
• Ruy G., Feick L. (2007), A Penny for Your Thoughts: Refferal Reward Programs and Refferal Likelihood, "Journal of Marketing", Vol. 1, pp. 84-94.
• Sfandla C., Bjork P. (2013), Tourism Experience Network: Co-Creation of Experiences In Interactive Processes, "International Journal of Tourism Research", Vol. 15, pp. 495-506.
• Sigala M. (2012), Exploiting Web 2.0 for New Service Development: Findings and Implications form the Greek Tourism Industry, "International Journal of Tourism Research", Vol. 14, pp. 551-566.
• Smith A. (2003), Does B&B Management Agree With the Basic Ideas behind the Experience Management Strategy?, "Journal of Business and Management", Vol. 9, No. 3, pp. 233-247.
• So K.K.F., King C., Sparks B. (2015), Extending the Tourism Experience: The Role of Customer Engagement [in:] Brodie R.J., Hollebeek L.D., Conduit J. (eds.), Customer engagement: Contemporary issues and challenges, Routlage, New York.
• Sohns K., Michael B. (2008), Online content mining & its potential for cruise management [in:] Papathanassis A. (eds.), Cruise Sector Growth, Gabler, pp. 171-185.
• Stringam B.B., Gerdes Jr J. (2010), An analysis of Word-of-Mouse Ratings and Guests Comments of Online Hotel Distribution Sites, "Journal of Hospitality Marketing & Management", Vol. 19, No. 7, pp. 773-790.
• Toffler A. (1980), The Third Wave, Bantam Books, New York.
• Trafnfield D., Denuer D., Smart P. (2003), Towards a methodology for developing evidence-informed management knowledge by means of systematic review, "British Journal of Management", Vol. 14, No. 3, pp. 207-222.
• Van Doorn J., Lemon K.N., Mittal V., Nass S., Pick D., Pirner P., Verhoef P.C. (2010), Customer Engagement Behaviour: Theoretical Foundations and Research Directions, "Journal of Service Research", 13(3).
• Vargo S.L., Lush R.F. (2004), Evolving to a new dominant logic for marketing, "Journal of Marketing", Vol. 68, pp. 1-17.
• Vargo S.L., Lush R.F. (2008), Service dominant logic: continuing the evolution, "Journal of Academy of Marketing Science", 36(1): 1-11.
• Vargo S.L., Lusch R.F. (2017), Service-dominant logic 2025, "International Journal of Research in Marketing", Vol. 34, Issue 1, March, pp. 46-67.
• Verhoef P.C., Lemon K. (2013), Successful customer value management: Key lessons and emerging trends, "European Management Journal", Vol. 31, No. 1, pp. 1-15.
• Verhoef P.C., Reinartz W.J., Krafft M. (2010), Customer Engagement as a New Perspective in Customer Management, "Journal of Service Research", Vol. 13, No. 3, pp. 247-252.
• Vivek S., Beatty S., Morgan M. (2012), Customer engagement: exploring customer relationships beyond purchase, "Journal of Marketing Theory and Practice", Vol. 20. No. 2.
• Zehrer A., Magnini V.P., Crotts J.C. (2011), Understanding Customer Delight: An Application of Travel Blog Analysis, "Journal of Travel Research", Vol. 50, pp. 535-545.
• Żyminkowska K. (2017), Angażowanie (się) klienta w zarządzaniu marketingowym podmiotów międzynarodowej branży modowej, "Marketing i Rynek", 9, pp. 450-460.
• Żyminkowska K. (2018), Customer engagement i customervalue - o związkach między kluczowymi kategoriami współczesnego marketing relacji [in:] K. Żyminkowska (red.), Nowe koncepcje w nauce o marketingu i rynkach. Księga jubileuszowa dedykowana Profesorowi Leszkowi Żabińskiemu, UE Katowice, (in press).
• Żyminkowska K., Lorenc D. (2017), Formy customer engagement w branży usług turystycznych, "Marketing i Rynek", Nr. 7, pp. 828-842.
• Żyminkowska K., Żyminkowski T., Błaszczyk R. (2017), Effects of customer engagement behavior, "Journal of Economics and Management", Vol. 28, pp. 133-154.