Name: Jana Bowden Course: PhD Bus Department: Department of Business Staff Supervisor: Greg Elliott Associate Supervisor: Dr Tracey Dagger Email Address: jbowden@efs.mq.edu.au Thesis Title Customer engagement: A framework for assessing customer-brand relationships

Research Abstract 

Traditional measures of customer satisfaction have been criticized for failing to capture the depth of customer responses to service performance. This study questions the usefulness of the historically dominant customer satisfaction paradigm as the most effective means by which to evaluate customer service. The study seeks to redirect satisfaction research towards an approach which encompasses an understanding of the role of commitment, involvement and trust in the creation of engaged and loyal customers. A framework for segmenting customer-brand relationships based on the extent to which customers are either new or repeat purchase customers of a specific service brand is proposed. The approach provides a deeper and more complete understanding of the nature of customer-brand relationships and the processes by which engagement may be developed and fostered amongst differing customer segments.

Refereed Publications

• Bowden, J. & Corkindale, D. 2005, “Identifying the initial target consumer for innovations: An integrative approach”, Marketing Intelligence & Planning, Volume 23, Issue 6, p. 562-573
  
  
• Bowden, J., “The process of customer engagement: a conceptual framework,” Paper forthcoming in the Journal of Marketing Theory and Practice, 16 (4), Fall 2008
  
  
• Bowden, J. “Customer engagement: A framework for assessing customer-brand relationships – the case of the restaurant industry,” Paper forthcoming in the Journal of Hospitality Marketing & Management 18 (4)
  

Book Contributions and Industry Publications

• Bowden, J. 2006, Marketing Plan: Fruitburst Ultrajuice, p. 455-471 In W. Pride, S. Rundle-Thiele, D Waller, G. Elliott, A. Paladino, O. Ferrell, “Marketing Core Concepts & Applications”, John Wiley & Sons: Milton, QLD
  
  
• Bowden, J., “Engagement: Old wine in a new bottle?,” Paper forthcoming in Admap, June 2008
  

• “Is it enough to satisfy or should we be engaging?” Conference Poster Presentation, Proceedings of ANZMAC, December 2006, Faculty of Business, Queensland University of Technology, Brisbane, Australia
  
  
• “The process of consumer engagement: A conceptual framework,” Proceedings of the 41st Academy of Marketing, July 2007, Kingston Business School, Kingston University, Egham, Surrey, London
  
  
• “Customer engagement: a diagnostic framework for assessing customer-brand relationships,” Proceedings of the 17th International Colloquium on Relationship Marketing, Relationship marketing summit, December 2007, Universidad Torcuato Di Tella, Buenos Aires, Argentina
  
  
• “Segmenting customer-brand relationships: the process of customer engagement,” Proceedings of ANZMAC, December 2007, School of Business, University of Otago, Dunedin, New Zealand

• Journal of Hospitality Marketing & Management