Business and Economics Journal

Department of Management, The American University in Cairo, Cairo, Egypt

Publications

• Research Article   
  Dynamics of Customer Engagement
  Author(s): Eman Abo Elhamd*, Hamed M. Shamma, Mohamed Saleh and Ihab El-Khodary
  
  Customer Engagement Value (CEV) is a crucial concept for measuring the comprehensive value of a customer without overvaluation or undervaluation. CEV consists of four main components that comprehensively capture the transactional and non-transactional behavior of a customer within a firm. Traditional models contributed to measuring the value of each CEV’s component separately. Only a few researchers contributed to constructing a comprehensive framework for CEV to combine its components altogether. Meanwhile, these previous models either were theoretical or utilized gamification concepts for describing the relationship between a firm and its customers. The objective of this paper is to design a more realistic and comprehensive framework that captures CEV’s components’ relationships using a non-linear model. The elasticity parameters the determine the effect of each co.. Read More»
  DOI: DOI: 10.37421/2151-6219.2022.13.408

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