Definitions
There are various definitions of engagement in the academic and professional environment. Most of them are not widely accepted and can vary in different contexts (also in the energy industry).
In this article, customer engagement in an interdisciplinary sense is a process of the ongoing interactions between businesses and their customers. There is also the monetary value of the relationships and emotional connection. In this process, customers develop and demonstrate their values, attitudes, aspirations, needs, and concerns related to a brand, a selected product, service, or policy. WIIFM (what’s in it for me) is critical for customers. Engagement may or may not result in loyalty or specific actions of customers related to product or service purchase, use, or policy processes. However, engagement substantially increases the chances of such actions.
Community engagementis a broader process compared to customer engagement, where various community groups (not just customers...
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Belyakov, A. (2021). Community Engagement, Customer Engagement, and Changes in Behavior. In: Leal Filho, W., Marisa Azul, A., Brandli, L., Lange Salvia, A., Wall, T. (eds) Affordable and Clean Energy. Encyclopedia of the UN Sustainable Development Goals. Springer, Cham. https://doi.org/10.1007/978-3-319-95864-4_49
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