Abstract

The customers’ involvement in the process of value creation, his influences in this area, and his efforts at co creation of value, is sought to be grouped under an area christened as Customer Engagement. It has been defined differently by different researchers and a universally accepted definition is yet to be formulated. Evolving from relationship marketing and the service dominant logic, it has grown beyond the traditional concepts of marketing and customer behaviour. Scope of customer engagement is wide and varied and so are its dimensions. The proactive customer is a vast opportunity as well as constant threat. In an India which is young, competitive, consumptive as also extremely connected, customer engagement assumes added significance. This paper makes an attempt to study the different aspects and dimensions of customer engagement.