Customer engagement in a Big Data world. Issue 2 (10th April 2017)

• Record Type: Journal Article
• Authors: Kunz, Werner; Aksoy, Lerzan; Bart, Yakov; Heinonen, Kristina; Kabadayi, Sertan; Ordenes, Francisco Villarroel; Sigala, Marianna; Diaz, David; Theodoulidis, Babis
• Is Part Of: Journal of services marketing. Volume 31:Issue 2(2017)
• Page Start: 161
• Page End: 171
• Publication Date: 2017-04-10
• Subjects: Big data -- Value creation -- Customer engagement -- Data-driven engagement; Service industries -- Periodicals; Customer services -- Periodicals; 658.802
• DOI: 10.1108/JSM-10-2016-0352
• Languages: English
• ISSNs: 0887-6045

Abstract

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.