A Study on the Impact of Customer Expertise on Customer Engagement

Abstract

The rapid development of social media and the sharing economy model has gradually improved the expertise of customers. At the same time, it has become more difficult for enterprises to maintain customer loyalty than before. More and more companies have turned to customer engagement. This article introduces the SOR model and builds an impact relationship model of “customer expertise-perceived customer engagement”. Through empirical analysis, it is found that customer perceived value has a positive impact on customer engagement; customer expertise has a positive effect on customer perceived value and customer engagement; perceived value plays an intermediary role in customer expertise and customer engagement. The research results are of great significance for companies to guide the implementation of customer education.