Improving customer engagement through the determinants of employee engagement

Abstract

In the field of marketing, an engagement orientation urges companies to co-create a broader range of activities with their customers and requires all employees to commit to the company and understand the value of customers engagement (Harmeling et al., 2017). Several previous studies have focused on how companies can develop customer engagement through marketing and employee engagement (Venkatesan, 2017). However, little research has examined the factors that determine the level of employee engagement in this relationship with the customers. The objective of this research is to identify which variables of the organization, associated with employee engagement, show a relationship or incidence in the customer engagement. To achieve this goal present study uses Radial Basis Function Neural Networks in order to model the behavior of the employee engagement of the selected sample. The results obtained provide significant information on how relationships with stakeholders, and especially customer engagement, can be improved.