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Conference Paper/Proceeding/Abstract 1702 views

The "ladder of engagement" - an empirical study of its link to loyalty

Kate Organ Orcid Logo, Nicole Koenig-Lewis, Adrian Palmer

48th Annual Conference of the Academy of Marketing

Swansea University Author: Kate Organ Orcid Logo

Abstract

Segmentation based on demographic and behavioral characteristics is widespread. However, by themselves they offer limited value for marketers in predicting behavioral loyalty. A key topic in marketing today is that of engagement and the potential role this plays in determining the behavior of consum...

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Published in: 48th Annual Conference of the Academy of Marketing
Published: 2015
Online Access: http://programme.exordo.com/am2015/delegates/presentation/219/
URI: https://cronfa.swan.ac.uk/Record/cronfa21656
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first_indexed 2015-06-02T02:09:01Z
last_indexed 2019-01-28T13:15:05Z
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spelling 2019-01-28T12:00:36.1319037 v2 21656 2015-05-22 The "ladder of engagement" - an empirical study of its link to loyalty d6406a28a60bc77b8ecf7e0df7f0cfc3 0000-0003-1731-6119 Kate Organ Kate Organ true false 2015-05-22 BBU Segmentation based on demographic and behavioral characteristics is widespread. However, by themselves they offer limited value for marketers in predicting behavioral loyalty. A key topic in marketing today is that of engagement and the potential role this plays in determining the behavior of consumers. Although this is a topic discussed by business practitioners, very little empirical evidence exists to confirm the link between specific types of engagement and behaviors. Consequently, this paper makes a contribution to knowledge by undertaking longitudinal research linking segments of customers based on their engagement levels with behavioral intentions and actual behavior adopted. A two-stage quantitative study was undertaken with 646 initial respondents. The results not only identify the existence of a ‘ladder of engagement’, whereby different types of engagement exist, but also confirm that segmenting visitors according to their engagement levels can offer insights into their behavioral intentions as well as their actual behavior. The results justify the important role of engagement in determining behavioral loyalty and establish that different types of engagement exist. Recommendations are made for organizations to maximize potential visitor engagement. Conference Paper/Proceeding/Abstract 48th Annual Conference of the Academy of Marketing Engagement, emotions, behaviour 31 12 2015 2015-12-31 http://programme.exordo.com/am2015/delegates/presentation/219/ N/A COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2019-01-28T12:00:36.1319037 2015-05-22T11:52:55.7013839 Faculty of Humanities and Social Sciences School of Management - Business Management Kate Organ 0000-0003-1731-6119 1 Nicole Koenig-Lewis 2 Adrian Palmer 3
title The "ladder of engagement" - an empirical study of its link to loyalty
spellingShingle The "ladder of engagement" - an empirical study of its link to loyalty
Kate Organ
title_short The "ladder of engagement" - an empirical study of its link to loyalty
title_full The "ladder of engagement" - an empirical study of its link to loyalty
title_fullStr The "ladder of engagement" - an empirical study of its link to loyalty
title_full_unstemmed The "ladder of engagement" - an empirical study of its link to loyalty
title_sort The "ladder of engagement" - an empirical study of its link to loyalty
author_id_str_mv d6406a28a60bc77b8ecf7e0df7f0cfc3
author_id_fullname_str_mv d6406a28a60bc77b8ecf7e0df7f0cfc3_***_Kate Organ
author Kate Organ
author2 Kate Organ
Nicole Koenig-Lewis
Adrian Palmer
format Conference Paper/Proceeding/Abstract
container_title 48th Annual Conference of the Academy of Marketing
publishDate 2015
institution Swansea University
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
url http://programme.exordo.com/am2015/delegates/presentation/219/
document_store_str 0
active_str 0
description Segmentation based on demographic and behavioral characteristics is widespread. However, by themselves they offer limited value for marketers in predicting behavioral loyalty. A key topic in marketing today is that of engagement and the potential role this plays in determining the behavior of consumers. Although this is a topic discussed by business practitioners, very little empirical evidence exists to confirm the link between specific types of engagement and behaviors. Consequently, this paper makes a contribution to knowledge by undertaking longitudinal research linking segments of customers based on their engagement levels with behavioral intentions and actual behavior adopted. A two-stage quantitative study was undertaken with 646 initial respondents. The results not only identify the existence of a ‘ladder of engagement’, whereby different types of engagement exist, but also confirm that segmenting visitors according to their engagement levels can offer insights into their behavioral intentions as well as their actual behavior. The results justify the important role of engagement in determining behavioral loyalty and establish that different types of engagement exist. Recommendations are made for organizations to maximize potential visitor engagement.
published_date 2015-12-31T03:25:43Z
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score 11.017797

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