ANTECEDENTS AND CONSEQUENCE OF CUSTOMER ENGAGEMENT CONCEPTUAL FRAMEWORK

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อุมาวดี เดชธำรงค์
วิระพงศ์ จันทร์สนาม

Abstract

Today's business environment is changing dynamically and focusing on high-level interactions. The role of customer engagement is to created experiences and shared values, there is a growing concern among business consultants and practitioners. Furthermore, the academic research that related to customer engagement and the study that focuses on the relationship between antecedents and consequence of customer engagement is limit. The purpose of this article is to construct a conceptual framework for the study of antecedents and consequence of customer engagement to generate engagement with customers. This will lead to profound customer loyalty and long-term occurrences.

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