Author | Dr. Rohit Bansal

Dr. Rohit Bansal is working as assistant professor in department of management studies in Vaish College of Engineering, Rohtak. With a rich experience of 13 years, he has achieved growth through robust and proactive academic initiatives. He has authored & edited 12 books with renowned publishers.

Research Interest: 
  •  Marketing Management
  • Human Resource Management
  • Organizational Behaviour
  • Services Marketing.
Discipline Count of Research
Marketing 1
Review Paper - Marketing - Open Access
Role of Customer Engagement in Building Customer Loyalty- A Literature Review
Dr. Rohit Bansal , Nishita Pruthi
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Published Since: October 03, 2021
Customer engagement may be defined as engaging customers with a brand as well as with other customers. In recent years, term Customer engagement has emerged in both academic literature and practitioner discussions as a customer loyalty predictor towards brand that may be superior to other traditional customer loyalty antecedents. This paper aims at reviewing available literature in this field.