Global Customer Engagement
研究利用霍夫斯泰德文化维度理论和国家经济因素，解释不同国家客户参与动机的差异，并修改原有客户参与框架，帮助企业设计符合当地文化和经济的营销策略。
Advances in technology and analytics have stimulated competition in the global marketplace and augmented interactions among customers globally. It is therefore imperative for firms to understand the behavioral activities of customers around the world to keep them engaged. To do so, the authors recommend that managers familiarize themselves with countries’ cultural and economic factors. The authors use Hofstede's cultural dimensions and country-level economic factors to explain the national differences in customer motives while engaging with the firm. This study explains that national cultural dimensions exert an effect on the relationships in the customer engagement (CE) framework proposed by Pansari and Kumar (2017) . The authors discuss and develop research propositions on the impact of the relevant cultural and economic dimensions that affect the various proposed relationships in the original CE framework. Through this modified CE framework, they introduce the concept of global customer engagement to help firms design marketing strategies aligned with a country's culture and economy to obtain improved CE and enhanced firm performance.