Essays in Customer Engagement

The first essay in my dissertation considers the customer engagement at retail point in the form of SKU arrangements on the shelf space. Experimental studies clearly show that certain positions on the shelf space and certain arrangements enhance customer experience leading to greater customer evaluation (eg. Chandon et al, 2009; Hoch et al, 1999). The first essay uses spatial econometric models to estimate the impact of arrangements on sales. It then proceeds to provide an algorithm that helps increase predicted sales through improved arrangements. In my second essay, I consider a context where the firm or brand does not engage the customer directly due to certain limitations. Uniquely, the firm or brand leverages the customer engagement of the channel partner to reach the consumer and sell to her. Below, I outline the two essays in my dissertation, introducing each of my projects followed by the respective abstracts. In keeping with the general trend in academic literature, I use ‘we’ instead of ‘I’ in the document going forward.