This study aims to develop an integrative conceptual framework that explains how customer engagement programs (CEPs) create customer engagement value (CEV) through foundational and amplification mechanisms. It addresses the fragmented understanding of CEPs and highlights the strategic potential of program integration.
A systematic review of 226 peer-reviewed papers across marketing, management, psychology and information systems was conducted. Six representative types of CEPs were identified and analyzed within a process-based engagement model. The paper synthesizes theoretical insights using a dual-layered mechanism approach.
The study proposes that CEPs generate value through four foundational mechanisms – functional, psychological, emotional and social – and are further amplified via engagement reinforcement, spillover effects and synergy. A process-based framework maps CEP integration across onboarding, iterative and reinforced engagement phases, aligning each program type with specific CEV dimensions (CLV, CRV, CIV, CKV).
This study’s framework is conceptual and requires empirical validation. It does not account for variability across industries, organizational sizes or cultural contexts, which may influence the effectiveness of CEP integration. Additionally, the study does not extensively explore the role of emerging digital technologies, such as AI and machine learning, in facilitating program integration. Future studies should empirically test the mechanisms of value creation identified in this study – engagement reinforcement, spillover effects and cross-program synergies – using longitudinal and real-world data.
Firms can strategically combine complementary programs, such as loyalty and cocreation initiatives, to address diverse customer needs and generate sustained value. Practitioners are advised to overcome implementation barriers by forming cross-functional teams, unifying customer data platforms and aligning program communications to ensure consistent and seamless customer experiences.
This study makes a conceptual contribution by integrating previously fragmented research streams into a unified framework of customer engagement. It introduces a novel dual-mechanism model of value creation and provides strategic guidance for designing integrated CEP portfolios. The framework enhances theoretical understanding and offers actionable insights for practitioners in customer-centric service environments.
