Customer engagement in contact with brands on the example of Polish market of banking products and mobile phones

Purpose: This paper aims to identify forms of customer engagement (CE) in interactions with banking services and mobile phone brands in Poland.The specific objectives include presenting the CE concept based on literature, assessing customer attitudes towards these services, and identifying key engagement forms in brand relationships.Design/methodology/approach: The study is based on secondary research (critical literature analysis and documentary method) and exploratory primary research (CAWI method).Findings: Polish consumers engage with banking and mobile phone brands primarily through communication (sharing opinions about products/brands) and value co-creation (participation in needs assessments and independent offer configuration).However, engagement levels vary across product categories.The most significant differences appear in brand-related activitiesconsumers interact more frequently with mobile phone brands than banking products.Research limitations/implications: Understanding consumer activity in communication, complaints, and value co-creation is crucial for customer and company value management.Limitations arise from analyzing only two product categories with diverse characteristics and engagement levels in the buying process.Practical implications: Findings are valuable for academics, practitioners, and managers in the consumer products and services market, helping refine engagement strategies.Originality/value: This is one of the few studies in Poland comparing CE across different product categories.It offers insights into engagement intensity among Polish consumers and significantly contributes to Polish and international literature on CE.