University of Leeds Featured PhD Programmes
Xi’an Jiaotong-Liverpool University Featured PhD Programmes
King’s College London Featured PhD Programmes

Customer Experience to Customer Engagement: Tracking the Consumer Journey

  • Full or part time
    Dr S Resnick
  • Application Deadline
    Applications accepted all year round
  • Self-Funded PhD Students Only
    Self-Funded PhD Students Only

Project Description

The increasing complexity of the customer journey, which involves interaction with organisations through multiple touchpoints and channels, has raised the need to understand the customer experience within this journey (Resnick et al., 2014). Customer Experience encompasses cognitive, affective, and emotional responses and involves the whole journey across different touchpoints and multiple channels (Verhoef et al., 2015). However, moving the customer experience to one of customer engagement has become the next organisational gaol as this has the potential for enhancing consumer relationships, profitability and growth (Hollebeek, 2011). Engagement is a customer’s experience of active connection or participation with a brand, an organisation or a website and building this connection requires some adaptation of the existing marketing mix to take advantage of new technologies or platforms (De Vries and Carlson, 2014). The increasing use of multiple channels to access goods and services, aided by the availability of technology through internet-enabled smartphones and other devices (Beck and Rygl, 2015) has resulted in changes in business models to accommodate this technology. The use of social media, the integration of channels both online and off line, and the multiplicity of customer touchpoints, are presenting challenges for the management of customers across different touchpoints and channels and their engagement with multiple channels and with technology is a wider sense, requires investigation (Neslin, et al., 2006).

Funding Notes

This is a self funded PhD project.


Beck, N. and Rygl, D. 2015, “Categorization of multiple channel retailing in Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing”, Journal of Retailing and Consumer Services, vol 27, pp 170-178.

De Vries, N. J. and Carlson, J. 2014, “Examining the drivers and brand performance implications of customer engagement with brands in the social media environment”, Journal of Brand Management, vol 2 (6), pp 495-515.

Hollebeek, L. D. 2011, “Demystifying customer brand engagement: Exploring the loyalty nexus”, Journal of Marketing Management, vol 27 (7/8), pp 1-23.

Neslin, S.A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M.L., Thomas, J.S., Verhoef, P.C. 2006, “Challenges and opportunities in multichannel customer management”, Journal of Service Research, vol 9 (2), pp 95-112.

Resnick, S., Foster, C., Woodall, T. 2014, “Exploring the UK high street retail experience: is the service encounter still value?”, International Journal of Retail and Distribution Management, vol 43 (9), pp 839-859.

Verhoef, P.C., Kannan, P.K., Inman, J.H. 2015, “From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing”, Journal of Retailing, vol 91 (2), pp 174-181.

Related Subjects

How good is research at Nottingham Trent University in Business and Management Studies?

FTE Category A staff submitted: 23.00

Research output data provided by the Research Excellence Framework (REF)

Click here to see the results for all UK universities

Email Now

Insert previous message below for editing? 
You haven’t included a message. Providing a specific message means universities will take your enquiry more seriously and helps them provide the information you need.
Why not add a message here
* required field
Send a copy to me for my own records.

Your enquiry has been emailed successfully

FindAPhD. Copyright 2005-2020
All rights reserved.