2026-06-01T23:50:28Zhttps://riuma.uma.es/rest/oai/requestoai:riuma.uma.es:10630/251122026-02-03T12:26:11Zcom_10630_2254col_10630_37959
RIUMA. Repositorio Institucional de la Universidad de Málaga
author
Núñez-Sánchez, José Manuel
author
Molina-Gómez, Jesús
author
Mercade-Mele, Pere
author
Fernández Miguélez, Sergio Manuel
2022-09-27T16:44:41Z
2022-09-27T16:44:41Z
2022-09
https://hdl.handle.net/10630/25112
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.
eng
Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Trabajadores
Relaciones con el cliente
Improving customer engagement through the determinants of employee engagement
conference output
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URL
https://riuma.uma.es/bitstreams/39d1260d-ba8d-4b06-a779-5e6d8f01bb46/download
File
MD5
afe69e59180b7d8f48742de483e07fa6
528699
application/pdf
Poster AEMARK. Improving customer engagement through the determinants of employee engagement. Neural Networks.pdf