Relations between Customer Engagement into Value Creation and Customer Loyalty

Under modern market conditions, customer engagement into value creation is acknowledged as a factor that makes it possible for companies to survive the competition. The aim of this article is to reveal the relations between customer engagement into value creation and customer loyalty. Considering the fragmentary nature of studies performed in the field, based on the results of literature analysis, a conceptual model of relations between customer engagement into value creation and loyalty is constructed. Relations between customer engagement into value creation and customer loyalty are analysed in an integrated manner, i.e. through direct and indirect links between the two constructs.