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EMAC 2019 Annual Conference

From Customer Knowledge Competence through Customer Engagement Behaviour to Customer Lifetime Value. A Conceptual Model.

Published: May 28, 2019


Przemysław Tomczyk, Kozminski University


customer knowledge competence; customer engagement behaviour; customer lifetime value


Customer knowledge stands behind customer innovations and new product performance, which underlines its role in the practice of new product development. However, the definition of customer knowledge and its role in customer relationship management is still ambiguous. This study proposes a conceptual model of the relationship between customer knowledge, understood broadly as customer knowledge competence, and customer lifetime value, with customer engagement behaviour and its antecedents as mediators. The empirical research based on this model could identify the role of customer knowledge competence in the process of customer lifetime value creation. The study presents theoretical and managerial implications and makes empirical research recommendations considering its limitations.