ZAANGAŻOWANIE KLIENTA (CE) W SEKTORZE DÓBR ZAAWANSOWANYCH TECHNICZNIE ORAZ SEKTORZE BANKOWYM
CUSTOMER ENGAGEMENT IN HIGH-TECH GOODS SECTOR AND RETAIL BANKS SECTOR

Summary/Abstract: The objectives of the article was to characterize the concept of customer engagement (CE) and identification of main conditions of its implementation by entities of high-tech goods sector and banking sector, as well as to identify marketing activities and tools applied by them in the field of CE. The main reasons for the use of the concept of CE are: to increase the customer loyalty to the brand (as the effect of growing satisfaction); to increase customer’s willingness to recommend concrete brands. In the paper the assumption has been made that fan pages in social media, blogging, advergaming and crowdsourcing platforms are the most important tools for shaping consumer engagement.

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