Customer Experience to Customer Engagement: Tracking the Consumer Journey

  • School: Nottingham Business School
  • Starting: 2019
  • Funding: UK student / EU student (non-UK) / International student (non-EU) / Self-funded


The increasing complexity of the customer journey, which involves interaction with organisations through multiple touchpoints and channels, has raised the need to understand the customer experience within this journey (Resnick et al., 2014). Customer Experience encompasses cognitive, affective, and emotional responses and involves the whole journey across different touchpoints and multiple channels (Verhoef et al., 2015). However, moving the customer experience to one of customer engagement has become the next organisational gaol as this has the potential for enhancing consumer relationships, profitability and growth (Hollebeek, 2011). Engagement is a customer’s experience of active connection or participation with a brand, an organisation or a website and building this connection requires some adaptation of the existing marketing mix to take advantage of new technologies or platforms (De Vries and Carlson, 2014). The increasing use of multiple channels to access goods and services, aided by the availability of technology through internet-enabled smartphones and other devices (Beck and Rygl, 2015) has resulted in changes in business models to accommodate this technology.  The use of social media, the integration of channels both online and off line, and the multiplicity of customer touchpoints, are presenting challenges for the management of customers across different touchpoints and channels and their engagement with multiple channels and with technology is a wider sense, requires investigation (Neslin, et al., 2006).

Project proposals: We are looking for a range of research projects and context to include customer experience in education, the role of technology in online/offline retailing, customer experience models, social media engagement, C2C experiences in online communities, the role of theatre in the customer experience, customer value, smart technology and AI in customer experience.


Beck, N. and Rygl, D. 2015, “Categorization of multiple channel retailing in Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing”, Journal of Retailing and Consumer Services, vol 27, pp 170-178.

De Vries, N. J. and Carlson, J. 2014, “Examining the drivers and brand performance implications of customer engagement with brands in the social media environment”, Journal of Brand Management, vol 2 (6), pp 495-515.

Hollebeek, L. D. 2011, “Demystifying customer brand engagement: Exploring the loyalty nexus”, Journal of Marketing Management, vol 27 (7/8), pp 1-23.

Neslin, S.A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M.L., Thomas, J.S., Verhoef, P.C. 2006, “Challenges and opportunities in multichannel customer management”, Journal of Service Research, vol 9 (2), pp 95-112.

Resnick, S., Foster, C., Woodall, T. 2014, “Exploring the UK high street retail experience: is the service encounter still value?”, International Journal of Retail and Distribution Management, vol 43 (9), pp  839-859.

Verhoef, P.C., Kannan, P.K., Inman, J.H. 2015, “From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing”, Journal of Retailing, vol 91 (2), pp 174-181.


Dr Sheilagh Resnick

Entry qualifications

An applicant for admission to read for a PhD should normally hold a first or upper second class honours degree of a UK university or an equivalent qualification, or a lower second class honours degree with a Master's degree at Merit level of a UK university or an equivalent qualification.

International students will also need to meet the English language requirements - IELTS 6.5 (with minimum sub-scores of 6.0). Applicants who have taken a higher degree at a UK university are normally exempt from the English language requirements. A research proposal (between 1,000 and a maximum of 2,000 words) must be submitted as part of the application.

For more information please visit the NTU Doctoral School – Research Degrees webpages.

How to apply

For more information about our PhD programme, and how to apply, please visit research degrees in business.

Please email the university's Doctoral School for an application pack.

For informal enquiries about this project, please contact: Dr Sheilagh Resnick on marketingPhDs@ntu.ac.uk (please put Dr Resnick’s name in the title line of your email).

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Sheilagh Resnick