Customer Engagement Dynamics in Service Marketing
Summary
Customer engagement in service marketing encompasses the multifaceted interactions through which customers participate in, co-create and advocate for service brands. Engagement dynamics emerge from a blend of cognitive, emotional and behavioural determinants that evolve across pre-purchase, in-use and post-purchase stages. Key antecedents include perceived service quality, value congruity, trust in both human and technological interfaces, and the depth of customer–brand identification. Digital channels, intelligent voice assistants and artificial intelligence-driven platforms further shape engagement by enabling personalised experiences, real-time feedback and automated support. As a dynamic construct, engagement fosters loyalty, advocacy and sustainable relationships when service providers balance technological innovation with authentic emotional connection. Globally, service sectors from hospitality to digital banking are leveraging omnichannel strategies, co-creation experiences and trust-building measures to convert transient interactions into enduring brand relationships. Practically, this body of research informs the design of experience journeys, the deployment of AI tools for proactive communication and the cultivation of emotional bonds that underpin repeat patronage and word-of-mouth promotion.
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Customer Engagement Dynamics in Service Marketing publication trend
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Technical terms
Customer Engagement: The depth of an individual’s cognitive, emotional and behavioural investment in interactions with a service brand.
Brand Loyalty: A sustained commitment to repurchase or recommend a service, driven by satisfaction, trust and emotional bonds.
Value Congruity: The perceived alignment between a customer’s personal values and the values embodied by a service brand.
Customer–Brand Identification: The extent to which a customer perceives oneness or psychological attachment with a service brand.
References
- Symmetrical and asymmetrical approaches to brand loyalty– The case of intelligent voice assistants. Journal of Business Research (2024).
- The influence of customer trust and artificial intelligence on customer engagement and loyalty – The case of the home-sharing industry. Frontiers in Psychology (2022).
- Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing - ESIC (2018).
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