Engajamento do cliente: uma revisão sistemática de literatura

Abstract

There are two forms of customer engagement: non-online engagement (traditional engagement) and online engagement. The first takes place through interactions outside the virtual scope, and the second, through virtual interactions with the use of the internet. This research aims to discuss a systematic review of the literature on traditional customer engagement, with emphasis on the literary and research evolution of the proposed theme. To this end, a qualitative approach was adopted and research of an exploratory and documental nature, of the most relevant materials produced in the last 10 years, starting in 2013. Data were collected through non-participant observation and documents. It was identified that technological evolution brought a new understanding about the connection and customer behavior. However, this conceptual construction of customer engagement took place gradually and slowly, with an exponential acceleration with the advent of COVID 19. It was identified, during the construction of this article, that this area of study is in constant transformation and many ideas and concepts have evolved over time. We sought to understand how the theme has been treated and developed and how its literary evolution on traditional customer engagement has taken place. New studies will establish possible theoretical gaps on the subject and possibilities for research developments in the area to support future studies.