Journal of Services Marketing (Forthcoming)
Posted: 13 Jan 2017 Last revised: 17 Feb 2017
Date Written: November 5, 2016
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: 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