The notion of customer engagement has been an important topic of ongoing discussion in marketing academia and business practice
Research gap analysis derived from 3 psychology papers in our local library.
The gap
Although the notion of customer engagement has been an important topic of ongoing discussion in marketing academia and business practice, still little is known on the impact of customer value that comprises of hedonic and utilitarian dimensions, on customer behavioral manifestations toward the brands or firms that goes beyond purchase.
Evidence profile
Sourced from the abstract and stated research gap of the source papers, classified as general, drawn from work published between 2016 and 2026, spanning 3 journals. Those papers have been cited 176 times in total.
Research trend
Established — well-defined area with open sub-problems.
Supporting evidence — 3 representative gaps
- The transpiring journey of customer engagement research in marketing (2016) · Management Decision · cited 159× · doi
Purpose To understand how customer engagement has been researched in the last decade, the purpose of this paper is to provide a systematic review of customer engagement research in the existing literature, derive a comprehensive definition of customer engagement and summarize few important and basic issues that future research should address.
generalabstractevidence 5/5Keywords: customer engagement purpose understand researched last decade provide systematic review existing literature derive comprehensive definition - Hedonic and Utilitarian Drivers of Customer Engagement (2019) · Central European Business Review · cited 17× · doi
Although the notion of customer engagement has been an important topic of ongoing discussion in marketing academia and business practice, still little is known on the impact of customer value that comprises of hedonic and utilitarian dimensions, on customer behavioral manifestations toward the brands or firms that goes beyond purchase.
generalabstractevidence 5/5Keywords: customer notion engagement important topic ongoing discussion marketing academia business practice still little known impact - A BIBLIOMETRIC REVIEW OF CONSUMER ENGAGEMENT BEHAVIOUR: RESEARCH TRENDS AND SCHOLARLY IMPACT (2026) · Zenodo (CERN European Organization for Nuclear Research) · doi
The study identifies a gap in the understanding of consumer engagement behaviour. The study notes that traditional approaches to marketing were very transaction-based, but with the changes in the marketplace, researchers have begun to shift their attention to focus on the relationships, experiences, and interactions between customers and businesses.
generalstated research gapevidence 5/5Keywords: study identifies gap understanding consumer engagement behaviour notes
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