Customer engagement in a Big Data world

Abstract

We 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: 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 behaviours and 2) 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.

Positive and negative valence influencing consumer engagement

“…Many of the existing studies take the brand, the firm, or the service system (all stakeholders) as the object of engagement (e.g., Verhoef et al, 2010;van Doorn et al, 2010;Brodie et al, 2013;Chandler and Lusch, 2015). In contrast, this study supports recent suggestions in research for a stronger focus on the consumer perspective of engagement (Kunz et al, 2017). The current study presents an alternative approach to engagement from a customer-dominant perspective (Heinonen et al, 2010) where factors beyond consumers' interaction with the brand, firm, or service system may influence engagement.…”

Consequences of Customer Engagement in Social Networking Sites : Employing Fuzzy Delphi Technique for Validation

“…This study, however, argues about the importance of customer behavior within the SNS community. The behavioral aspect profoundly seen as priority since it serves as a strong indicator of customer engagement in social media and supported by many claims in previous studies [8], [22]- [24]. Manifesting behavior from such customers includes all kinds of behaviours that they translate beyond purchase arrangements; such as suggestions for service improvements, product purchasing insights, search of brand and product information, and sharing of usage experience with other customers.…”

Comparing Data-Driven Methods for Extracting Knowledge from User Generated Content

“…The analysis of these data is performed in the user generated content (UGC) framework and can be used to improve data-driven business strategies [16,17]. This knowledge can be applied to different business sectors, such as the tourism industry [18], the digital marketing industry [19] or education [20]. In the present study, we focused on the digital marketing industry, a professional area where practitioners routinely use UGC analysis of content from social networks and digital platforms [21].…”