We report the results of a longitudinal field study, conducted in cooperation with two restaurants, to examine the degree to which participating on a Facebook fan page affects customer behaviors. We assessed customers’ baseline levels of visit frequency and spending. The restaurants then set...

Customer engagement is vital in creating great customer experience that builds loyalty and long-term relationships with the firms. This paper provides the integrative framework of customer engagement with the 7P’s of marketing. The present study provides insights on various factors that are...