Although the following article was published in 2012, I believe it is useful:

- Shiri D. Vivek, Sharon E. Beatty, and Robert M. Morgan (2012) Customer Engagement: Exploring Customer Relationships Beyond Purchase, Journal of Marketing Theory and Practice, vol. 20, no. 2 (spring 2012), pp. 127–145.

Thanks for the reply. Yes, it is helpful. I am wondering if there is a newer article in highly ranked journal.

This may be useful

Article Customer engagement behaviours in social media: capturing in...

Thanks Rajnit.

Hopefully the following papers could help:

• Dessart, L., Veloutsou, C. and Morgan-Thomas, A. (2016) Capturing consumer engagement: duality, dimensionality and measurement, Journal of Marketing Management, 32, 5-6, pp. 399-426.
• Harrigan, P., Evers, U., Miles, M. and Daly, T. (2017) Customer engagement with tourism social media brands, Tourism Management, 59, pp. 597-609.
• Maslowska, E., Malthouse, E. C. and Collinger, T. (2016) The customer engagement ecosystem, Journal of Marketing Management, 32, 5-6, pp. 469-501.

Thanks Kenneth.

Both Dessart et al. (2016) and Harrigan et al. (2017) are helpful. The measurement items in Dessart et al. (2016) seems better.

Thanks Daniel.

Pansari and Kumar (2017) is a good article with a strong framework. However, it seems that the article does not suggest a way to measure CE. I wonder if they are working on it!

Hi Daniel,

JMR paper is good but the items are not suitable due to the context of the study. It looks at Employee Engagement (EE). I think these items can be useful if our study context is the influence of EE on the performance of retail customer service.

BR, Syed

Thanks Daniel, much appreciated.

I just reviewed Kumar and Pansari (2016): Competitive Advantage Through Engagement. Journal of Marketing Research, 53:497-514 again. Study 1 and Table 1 in this article is very helpful.

Also, this study has successfully used that CE scale:

Prentice, C., & Loureiro, S. M. C. (2018). Consumer-based approach to customer engagement–The case of luxury brands. Journal of Retailing and Consumer Services, 43, 325-332.

Hi Syed,

I’m not sure if you still need recommendations on CE measurement, however the following work is really worth reading if you would plan to recognize behavioral view on CE, beyond purchase:

Verleye K., Gemmel P., and Rangarajan D.2014. Managing engagement behaviors in a network of customers and stakeholders: evidence from the nursing home sector. Journal of Service Research 17(1): 68-84.

I adopted some of the items in my own research, which may be also interesting for you:

Żyminkowska K. (2019) Why Do Customers Engage?. In: Customer Engagement in Theory and Practice. Palgrave Pivot, Cham.

Best wishes,

Katarzyna

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, 32(5-6), 399-426.

This scale is designed for focusing on multiple engagement objects within a context.