Keeping customers sweet: Boosting customer engagement to improve perceived customer value

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Firms looking to improve relationships with their customers can look to improve customer value ratings, and therefore customer-based brand equity, through customer engagement.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2023), "Keeping customers sweet: Boosting customer engagement to improve perceived customer value", Strategic Direction, Vol. 39 No. 12, pp. 20-21. https://doi.org/10.1108/SD-10-2023-0149