Epilogue to the Special Issue and reflections on the future of engagement research

Strategic drivers, anticipated and unanticipated outcomes of customer engagement

“…Brodie et al, 2013), a recent shift is observed towards the examination of engagement in offline contexts, including retail settings (Vivek et al, 2012), tourism services (So et al, 2014), nursing homes (Verleye, Gemmell, & Rangarajan, 2014) and public transportation services (Jaakkola & Alexander, 2014). In commentaries at the conclusion of this special issue (Calder, Malthouse, & Maslowska, 2016;Hollebeek et al, 2016), further elaboration on key observed trends in recent engagement research is provided, along with the development of an engagement-based future research agenda.…”

“…Further, we provide two commentaries by authors actively conducting research within the topic area of engagement (i.e. Calder, et al 2016;Hollebeek et al, 2016), which provide more in-depth discussions of specific issues arising from the papers published in this special issue, reflect on the state of marketing-based engagement research generally, and provide future research avenues in this growing topic area.…”

What determines customers’ engagement in the digital service process?

“…The definition of CEB It has been acknowledged that effective value creation requires companies to engage customers' knowledge in the service process (e.g., Vargo and Lusch, 2008;Grönroos and Voima, 2013;Wiersema, 2013;Zhang et al, 2015;Marcos-Cuevas et al, 2016;Petri and Jacob, 2016). Therefore, being aware of an organization's engagement activities and future research requires guidelines for the engagement of different actors and stakeholder groups that are transferable across different contexts, as well as those that are more context-specific (Kumar et al, 2010;Hollebeek et al, 2016;Alexander et al, 2018). Especially for digital business, customer relationships are in a crossroads, as new technologies are more often used to empower and engage customers (Straker and Wrigley, 2016).…”

Customer Engagement - The Co Creation Ofvalue in the Marketing Process

“…To be more specific, it includes activities engaged in by the consumer that are not directly related to search, alternative evaluation, and decision making involving brand choice [33]. Even researchers who chose to believe in the psychological perspective emphasize its interactive nature, and assert that customers choose to invest resources in particular brand interactions, thus, implying a behavioral component [14] [4]. Though it is preferably defined behaviorally rather than psychologically, one should not lose sight of the fact that the psychological constructs like involvement, satisfaction, brand love, cognitive, and affective commitment are also extremely relevant to the construct.…”