Conceptualizing customer engagement and attracting new target customers | |
| Author | Pichate Benjarongrat |
| Call Number | AIT Diss. no. DBA-SOM-16-05 |
| Subject(s) | Customer relations -- Management Target marketing |
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | |
| Abstract | 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. In doing so, factors including corporate culture and values, internal branding, and relationships with customers will be included as the holistic approach to determining customer engagement. In summary, this research examines the relationships between organizational culture, corporate brand values and employee service traits to the customer engagement. It is an examination of those in the Thai banking sector specific to a) small and b) newly established banking organizations in contrast to their larger and better established counterpart. A model for customer engagement for the retail banking environment is set out in the research. Based on the results of study, the model of customer engagement is established. The model suggests that the combination of following factors should influence customer engagement:- 1. Culture and Values-Based Service Behavior (corporate culture, internal branding, and relationship with client) 2. Customer Satisfaction 3. Customer Engagement (customer retention and attraction) In summary, corporate culture and values are reflected in employee behavior and are demonstrated in practice, by what is known as “employee branding or internal branding”. Customer engagement may be affected by the culture and values-based service behaviors that develop customer satisfaction. |
| Year | 2016 |
| Type | Dissertation |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Doctor of Philosophy in Business Administration (Publication code = DBA-SM, SM) |
| Chairperson(s) | Neal, Mark W. (Co-Chairperson);Igel, Barbara (Co-Chairperson) |
| Examination Committee(s) | Winai Wongsurawat;Huynh Trung Luong;Banwet |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2016 |