The ever evolving arena of customer relationships seems to be turning a new page by engaging the customers in all too new and innovative ways which were few years ago incomprehensible and impractical. The magnitude of such efforts is grand both in terms of scale and depth and may range from launching and lauding various commercial offerings to cater even infinitesimal demands of the customers to participate into and publicize the corporate social responsibility dimension of the business. Moreover, companies are walking many extra miles for actively seeking the cooperation of customers in creating a better and more sustainable business model and thereby, pursuing customer engagement in a subtle and suave manner. Present study aims to explore and enunciate the concept and antecedents of customer engagement in modern consumption scenario and decipher its denotation in terms of various customer engagement programs being organized across the length and breadth of businesses. Further, the study seeks to examine the impact of companies' corporate social responsibility practices upon the strength and success of their customer engagement programs.
Corporate Social Responsibility and Customer Engagement: A Greater Good For A Greater Gain