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EMAC 2020 Regional Conference

Customer engagement behaviour drives customer knowledge. Exploratory analysis of Polish banking industry.

Published: September 16, 2020


Przemysław Tomczyk, Kozminski University


customer; knowledge; management


Customer knowledge is an important source of value because firms use such knowledge to make marketing decisions and maintain dialogue with customers. The literature has not sufficiently investigated the role of customer knowledge in marketing research, which has resulted in a limited understanding of its current antecedents and consequences. The aim of this article is to identify the customer engagement behavior factors determining the transfer of customer knowledge value (CKV). Exploratory factor analysis and multivariate regression analysis showed that customer social impact and propensity to create positively impact CKV, while propensity to modify the offer weakens the relationship.