Customer engagement in a Big Data world

Werner Kunz, Lerzan Aksoy, Yakov Bart, Kristina Heinonen, Sertan Kabadayi, Francisco Villaroel Ordenes, Marianna Sigala, David Diaz, Babis Theodoulidis

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

73 Citeringar (Scopus)

Sammanfattning

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.
OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftJournal of Services Marketing
Volym31
Utgåva2
Sidor (från-till)161-171
Antal sidor10
ISSN0887-6045
DOI
StatusPublicerad - 2017
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

  • 512 Företagsekonomi
  • Customers and Relations

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