Customer engagement in a big data world
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(Published version)
Date
2017
Authors
Knuz, W.
Aksoy, L.
Bart, Y.
Heinonen, K.
Kabadayi, S.
Ordenes, F.V.
Sigala, M.
Diaz, D.
Theodoulidis, B.
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Journal article
Citation
Journal of Services Marketing, 2017; 31(2):161-171
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Abstract
Purpose: This paper aims to propose that the literature on customer engagement has emphasized the benefits of customer engagement to the firm and, to a large extent, ignored the customers’ perspective. By drawing upon co-creation and other literature, this paper attempts to alleviate this gap by proposing a strategic framework that aligns both the customer and firm perspectives in successfully creating engagement that generates value for both the customer and the bottom line.
Design/methodology/approach: A strategic framework is proposed that includes the necessary firm resources, data, process, timeline and goals for engagement, and captures customers’ motives, situational factors and preferred engagement styles.
Findings: The authors argue that sustainability of data-driven customer engagement requires a dynamic and iterative value generation process involving customers recognizing the value of engagement behaviours and firm’s ability to capture and passing value back to customers.
Originality/value: This paper proposes a dynamic strategic value-creation framework that comprehensively captures both the customer and firm perspectives to data-driven customer engagement.
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Copyright 2017 Emerald Publishing Limited
Access Condition Notes: Postprint only available on Open Access