The "ladder of engagement" - an empirical study of its link to behaviour

Segmentation based on demographic and behavioral characteristics is widespread. However, by themselves they offer limited value for marketers in predicting behavioral loyalty. A key topic in marketing today is that of... [ view full abstract ]

Segmentation based on demographic and behavioral characteristics is widespread. However, by themselves they offer limited value for marketers in predicting behavioral loyalty. A key topic in marketing today is that of engagement and the potential role this plays in determining the behavior of consumers. Although this is a topic discussed by business practitioners, very little empirical evidence exists to confirm the link between specific types of engagement and behaviors. Consequently, this paper makes a contribution to knowledge by undertaking longitudinal research linking segments of customers based on their engagement levels with behavioral intentions and actual behavior adopted. A two-stage quantitative study was undertaken with 646 initial respondents. The results not only identify the existence of a ‘ladder of engagement’, whereby different types of engagement exist, but also confirm that segmenting visitors according to their engagement levels can offer insights into their behavioral intentions as well as their actual behavior. The results justify the important role of engagement in determining behavioral loyalty and establish that different types of engagement exist. Recommendations are made for organizations to maximize potential visitor engagement.