Determine the Role of Customer Engagement on Relationship….pdfVIP

European Journal of Business and Management ISSN(Paper) ISSN(Online) Vol 4, No.11, 2012 Determine the Role of Customer Engagement on Relationship Quality and Relationship Performance * Darman Sulaiman Sadiq Nammir, Bayar MohamedRasheed Marane , Aree Mohammed Ali Faculty of Law and Administration, School of Administration and Economics, University of Duhok (UoD)/Kurdistan Region * Email of the corresponding author: bayar.marane@ Abstract This conceptual paper aims to investigating the potential effect of relationship market orientation upon buyerseller relationship with particular emphases on customer engagement, relationship quality, and relationship performance. Engagement is a central concept in the social psychology/exchange literature. Customer engagement explains how social relationships initiate, endure and develop. The literature on buyerseller relationships has been inspired by social psychology/exchange, adopting concepts such as trust and commitment, but overlooking the concept of customer engagement. In this study we propose a conceptual perspective on customer engagement that is based on the principle of social exchange. We demonstrate the relevance of customer engagement by linking it to relationship quality and relationship performance. More specifically, it i