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• Clarifies the conceptual scope of customer engagement (CE) from psychological and behavioral perspectives. • Synthesizes findings from 349 papers (385 studies; 173,363 respondents) through meta -analysis. • Identifies seven key customer-related drivers and eight customer- and firm-related outcomes of CE. • Demonstrates how contextual and study-related factors moderate CE’s main effects. • Offers a unified theoretical framework with implications for advancing CE research and practice.
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Ranjan et al. (2026) studied this question.
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