Customer Engagement in a Big Data World

Posted: 13 Jan 2017 Last revised: 17 Feb 2017

Werner H. Kunz

University of Massachusetts

Lerzan Aksoy

Gabelli School of Business, Fordham University

Yakov Bart

Northeastern University - D'Amore-McKim School of Business

Kristina Heinonen

Hanken School of Economics

Sertan Kabadayi

Gabelli School of Business, Fordham University

Francisco Villaroel Ordenes

University of Massachusetts Amherst - Department of Marketing

Marianna Sigala

University of South Australia - School of Management

David Diaz

Universidad de Chile - Escuela de Economia y Negocios

Babis Theodoulidis

University of Manchester - Alliance Manchester Business School

Date Written: November 5, 2016

Abstract

Prior literature on customer engagement has emphasized the benefits of customer engagement to the firm and mostly ignored the customers’ perspective. In contrast, we argue that sustainability of data-driven customer engagement require a dynamic and iterative value generation process involving 1) customers recognizing the value of engagement behaviors and 2) firm’s ability to capture and pass value back to customers. We propose a dynamic strategic value creation framework that comprehensively aligns both the customer and firm perspectives in successfully creating engagement that generates value for both the customer and the bottom line. Our framework includes necessary firm resources, data, processes, timeline and goals for engagement, and captures customers’ motives, situational factors, and preferred engagement styles.

Keywords: Customer engagement, Big Data, value creation, data-driven engagement

Suggested Citation

Kunz, Werner H. and Aksoy, Lerzan and Bart, Yakov and Heinonen, Kristina and Kabadayi, Sertan and Villaroel Ordenes, Francisco and Sigala, Marianna and Diaz, David and Theodoulidis, Babis, Customer Engagement in a Big Data World (November 5, 2016). Journal of Services Marketing (Forthcoming) ; Northeastern U. D’Amore-McKim School of Business Research Paper No. 2897945; Gabelli School of Business, Fordham University Research Paper No. 2897945. Available at SSRN: https://ssrn.com/abstract=2897945

Werner H. Kunz (Contact Author)

University of Massachusetts ( email )

M-5-213 – 100 Morrissey Boulevard
Boston, 02125
United States

Lerzan Aksoy

Gabelli School of Business, Fordham University ( email )

113 West 60th Street
Bronx, NY 10458
United States

Yakov Bart

Northeastern University - D'Amore-McKim School of Business ( email )

Boston, MA 02115
United States

Kristina Heinonen

Hanken School of Economics

PB 287
Vaasa, Vaasa 65101
Finland

Sertan Kabadayi

Gabelli School of Business, Fordham University ( email )

113 West 60th Street
Bronx, NY 10458
United States

Francisco Villaroel Ordenes

University of Massachusetts Amherst - Department of Marketing ( email )

United States

Marianna Sigala

University of South Australia - School of Management ( email )

Australia

David Diaz

Universidad de Chile - Escuela de Economia y Negocios ( email )

Diagonal Paraguay 257
oficina 1102
Santiago, RM 0000
Chile
5629783373 (Phone)

Babis Theodoulidis

University of Manchester - Alliance Manchester Business School ( email )

Booth Street East
Manchester, M13 9SS
United Kingdom
+441613063309 (Phone)

HOME PAGE: http://www.mbs.ac.uk/research/people/profiles/btheodoulidis

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