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Engaging with the engaged – Issues around the topic of customer engagement
Dissertation (MBA)--University of Pretoria, 2013.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2014
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| _version_ | 1867613580389515264 |
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| access_status_str | Open Access |
| author2 | Chipp, Kerry |
| author_browse | Chipp, Kerry |
| author_facet | Chipp, Kerry |
| collection | Thesis |
| dc_rights_str_mv | © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2013. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/41982 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:38:24.243Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2014 |
| publishDateRange | 2014 |
| publishDateSort | 2014 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/41982 Engaging with the engaged – Issues around the topic of customer engagement Chipp, Kerry ichelp@gibs.co.za Harris, Daniel Arthur UCTD Customer relations Relationship marketing Marketing management Dissertation (MBA)--University of Pretoria, 2013. This research project explores a number of issues related to the topic of Total Customer Engagement Value, specifically looking to ascertain whether encouraging engagement amongst consumers can be costly to a firm, whether Word of Mouth activity distributed through high engagement channels may be relatively ineffective, whether the acquirement and utilisation of information from these channels can damage an organisation and whether the rewarding of customers for engagement behaviours can lead to resentment on behalf of their lower engaged counterparts. A quantitative study was undertaken wherein the following was measured amongst consumers of Internet Service Providers: Total Customer Engagement Value, Personal Values, the level of technological-savviness of individuals who seek out information from respondents, the stated likelihood of switching to an alternative service provider, measurements related to service expectations, and perceptions related to the preferential treatment of other customers. The study did find that there are a number of potential issues regarding the asserted benefits of customer engagement. It was illustrated that in some instances lesserengaged customers may be more desirable to a firm. Word of Mouth may remain isolated to a group of similar individuals, and thus limit the supposed effectiveness of the spread of information via social media. Focussing on Highly-Engaged individuals as a source of information was also shown to be potentially dangerous, as they differed in four of their personal values. zkgibs2014 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2014-09-11T06:58:10Z 2014-09-11T06:58:10Z 2014-04-30 2013 Mini Dissertation Harris, DA 2013, Engaging with the engaged – Issues around the topic of customer engagement, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/41982> http://hdl.handle.net/2263/41982 en © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Customer relations Relationship marketing Marketing management Engaging with the engaged – Issues around the topic of customer engagement |
| title | Engaging with the engaged – Issues around the topic of customer engagement |
| title_full | Engaging with the engaged – Issues around the topic of customer engagement |
| title_fullStr | Engaging with the engaged – Issues around the topic of customer engagement |
| title_full_unstemmed | Engaging with the engaged – Issues around the topic of customer engagement |
| title_short | Engaging with the engaged – Issues around the topic of customer engagement |
| title_sort | engaging with the engaged issues around the topic of customer engagement |
| topic | UCTD Customer relations Relationship marketing Marketing management |
| url | http://hdl.handle.net/2263/41982 |