RT Conference Proceedings
T1 Improving customer engagement through the determinants of employee engagement
A1 Núñez-Sánchez, José Manuel
A1 Molina-Gómez, Jesús
A1 Mercade-Mele, Pere
A1 Fernández Miguélez, Sergio Manuel
K1 Trabajadores
K1 Relaciones con el cliente
AB 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.
YR 2022
FD 2022-09
LK https://hdl.handle.net/10630/25112
UL https://hdl.handle.net/10630/25112
LA eng
NO Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech.
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 21 ene 2026