Angażowanie (się) klientów we współtworzenie wartości – formy, uwarunkowania i efekty
Customer engagement in value cocreation – forms, antecedents and consequences

Summary/Abstract: Customer engagement (CE) in value cocreation within embadded network is developed in relationship marketing and customer equity management. Empirical research of CE forms and its antecedents and consequences are impeded by vague embedding of CE notion in relationship marketing and consumer behaviors theory considering related concepts. The main purpose of this paper is contributing to this body of knowledge. Basing on the review of three existing CE conceptual models, the authors suggest CE interpretation in managerial stream. They introduce Polish interpretation of CE as “angażowanie (się) klienta”, which distinguishes this term from a related construct of customer involvement. Then the authors introduce their CE conceptual model for further research.

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