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The procedure of currently constructing, sustaining and overseeing associations with clients is known as client commitment. Commitment has different implications. Client commitment can happen when a client takes an intrigue or is included with a brand however genuine client commitment is something other than contribution or interest (Baird, 2018).

Commitment is an occasion that can happen when the clients collaborate with the brand. This communication requires the clients to not just end up mindful of the brand or its advert, rivalry, staff part and others but also appreciate it. As such not all interactions will be engaging for customers. Therefore, one can distinguish routine interaction from engaging interactions (Baird, 2108, para.2).


Tim Baird (2018, para.3) states that during engaging communications, the customer may experience cognitive engagement, emotional engagement or behavioural engagement. Cognitive engagement occurs when we think about a brand or their stimulus. This may be through a brand’s blog or instruction guide that we read and then process what we are reading.

Emotional engagement occurs when we have feeling towards a brand or their stimulus. This may be through advertising as adverts that make us feel sad, happy or guilty. Behavioural engagement occurs when we take an action for a brand or in response to their stimulus. This may be through online competitions, posting feedback or comments on brands social or review spaces.

It is the enthusiastic association between a client and a brand. Giving a quality client encounter is an imperative part in your client commitment methodology. This commitment offers some incentive to the client above simply buy or item securing. Rather commitment assembles bonds between the brand and the client that assistance from longer relationship. These bonds can be founded on trust, regard, trustworthiness, respectability, ability and that’s just the beginning. As such, by drawing in clients, brands can build their image an incentive with the client (Baird, 2018, para.4).

Every organisation has its own customer engagement objectives as one wants to increase brand loyalty as its customers always get the same services, increase customer retention, improve revenue and sales as this would be beneficial for customer and for company too, improve brand reputation, increase content reach, increase customer stickiness, increase customer satisfaction, increase customer feedback and many more.

Customer engagement reflects a psychological state which occurs by virtue of interactive customer experiences with a focal object within specific service relationships. This state of engagement occur within a dynamic, iterative process of service relationships that co-creates value (page 12).

Customer engagement has various strategies which can make customer loyalty. The first and foremost is customer experience is most important because it gives marketers and brand owners to increase customer satisfaction and loyalty (Ference, 2017, para.4). The second is connect with customers through social media.

As company share product videos and photos on their social site and customers get to know about the product and further they engage with the company by ask more about that product or by appreciate the product. Further they also recommend those products to their friends which increase their brand and market value.

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Kylie Garcia

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