ABSTRACT

The focus of this chapter is on the marketing concept of building customer engagement (CE) by utilizing relationship marketing to build loyalty, CE and customer loyalty. These methods are used by hospitality and tourism businesses to integrate customers’ participation into the process of building loyalty, and cognitive, social, emotional and behavioural approaches to the process are examined. The chapter discusses the multiple levels of customer experience as well as the impact of digital and social media on customer perceptions in today’s market. Engagement strategies used by the organization, employees, management and customers are explained to understand the engagement process. Three specific case studies for the application of these strategies are provided.