Methodological approaches to the definition of customer engagement

Abstract

Introduction. Amid digitalization and the transition from transactional marketing to relationship marketing, scientific literature remains fragmented and lacks a unified conceptual definition of customer engagement. This study uses methods of system analysis, synthesis, and theoretical approaches structuring, from both Russian and foreign authors. Theoretical analysis. The author’s definition is formulated and a cause-and-effect relationship between high-quality interaction (process) and engagement (psychological state and behavior) is proved. Based on this analysis, the author provides a definition of the concept, constructs a structural and functional model of interaction (on informational, emotional, and transactional levels), and substantiates its strategic significance through a comparative analysis of benefits for the company and client in five key areas (finance, marketing, management, innovation, and social responsibility), using examples from leading companies. Conclusion. Customer engagement is the foundation of a relationship marketing strategy and a key factor in business survival and competitiveness in volatile conditions. Its strategic importance is manifested in its direct impact on financial stability, innovative development, and the strengthening of social reputation.