Studium terminologiczne koncepcji Customer Engagement

• Autorzy: Michał Kucia

Warianty tytułu

Terminology Study of the Customer Engagement Concept

• Języki publikacji: PL

Abstrakty

Pojęcie angażowania się klientów (Customer Engagement - CE) zostało wprowadzone do literatury z zakresu zarządzania z początkiem XXI wieku i stanowi obecnie jedną z bardziej eksploatowanych kategorii w teorii zarządzania marketingowego. Dynamika ewolucji koncepcji Customer Engagement skutkuje brakiem homogenicznej definicji angażowania się klientów, co z kolei powoduje każdorazową potrzebę uzgodnienia interpretacji koncepcji w naukach o zarządzaniu, a szczególnie w marketingu, identyfikując jej podstawy teoretyczne. Artykuł ma na celu uporządkowanie terminologii z zakresu koncepcji angażowania się klientów oraz wskazanie relacji między pojęciami pokrewnymi. (abstrakt oryginalny)

EN

The notion of Customer Engagement (CE) was introduced in the managementrelated literature at the beginning of the 21st century and is one of the most exploited categories of the marketing management theory at present. Dynamics of CE evolution results in inexistence of any homogeneous definition, which, in turn, leads to some permanent necessity to identify Customer Engagement in management sciences, particularly including marketing. In other words, it is necessary to identify theoretical foundations of Customer Engagement. The article aims at systemising the terminology related to the Customer Engagement concept and at highlighting differences between the related and synonymous notions. (original abstract)

Słowa kluczowe

PL

Zaangażowanie klienta; Zarządzanie marketingowe; Przegląd literatury

EN

Customer engagement; Marketing management; Literature review

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Numer: nr 6 tom 2
• Strony: 238--247

Twórcy

autor

Michał Kucia

• Uniwersytet Ekonomiczny w Katowicach

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