ICTACT Journal on Management Studies

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Customer Engagement-The Co Creation of Value in the Marketing Process


Affiliations
1 Department of Management Studies, Kannur University, India
     

   Subscribe/Renew Journal


The customers’ involvement in the process of value creation, his influences in this area, and his efforts at co creation of value, is sought to be grouped under an area christened as Customer Engagement. It has been defined differently by different researchers and a universally accepted definition is yet to be formulated. Evolving from relationship marketing and the service dominant logic, it has grown beyond the traditional concepts of marketing and customer behaviour. Scope of customer engagement is wide and varied and so are its dimensions. The proactive customer is a vast opportunity as well as constant threat. In an India which is young, competitive, consumptive as also extremely connected, customer engagement assumes added significance. This paper makes an attempt to study the different aspects and dimensions of customer engagement.

Keywords

Value Co-Creation, Service Dominant Logic, Relationship Marketing, Customer Experiences, Consumption Value, Online Communities.
Subscription Login to verify subscription
User
Notifications
Font Size

  • R. Algesheimer, U.M. Dholakia and A. Herrmann, “the Social Influence of Brand Community: Evidence from European Car Clubs”, Journal of Marketing, Vol. 69, No. 3, pp. 19-34, 2005.

  • S. Baron, K. Harris and R. Harris, “Retail Theater: The “Intended Effect” of the Performance”, Journal of Service Research, Vol. 4, No. 2, pp. 102-117, 2001.

  • J.L.H. Bowden, “The Process of Customer Engagement: A Conceptual Framework”, Journal of Marketing Theory and Practice, Vol. 17, No. 1, pp. 63-74, 2009.

  • R.J. Brodie, L.D. Hollebeek, B. Juric and A. Ilic, “Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research”, Journal of Service Research, Vol. 14, No. 3, pp. 252-271, 2011.

  • B.J. Calder, E.C. Malthouse and U. Schaedel, “An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness”, Journal of Interactive Marketing, Vol. 23, No. 4, pp. 321-331, 2009.

  • P. Erat, K.C. Desouza, A. Schafer-Jugel and M. Kurzawa, “Business Customer Communities and Knowledge sharing: Exploratory Study of Critical Issues”, European Journal of Information Systems, Vol. 15, No. 5, pp. 511-524, 2006.

  • R.C. Gambetti, G. Graffigna and S. Biraghi, “The Grounded Theory Approach to Consumer-Brand Engagement”, International Journal of Market Research, Vol. 54, No. 5, pp. 659-687, 2012.

  • C. Gronroos, “Service Management and Marketing: Customer Management in Service Competition”, John Wiley and Sons, 2007.

  • J. Gummerus, V. Liljander, E. Weman and M. Pihlstrom, “Customer Engagement in a Facebook Brand Community”, Management Research Review, Vol. 35, No. 9, pp. 857-877, 2012.

  • C.M. Harmeling, J.W. Moffett, M.J. Arnold and B.D. Carlson, “Toward a Theory of Customer Engagement Marketing”, Journal of the Academy of Marketing Science, Vol. 45, No. 3, pp. 312-355, 2017.

  • M.B. Holbrook, “Consumption Experience, Customer Value, and Subjective Personal Introspection: An Illustrative Photographic Essay”, Journal of Business Research, Vol. 59, No. 6, pp. 714-725, 2006.

  • L. Hollebeek, “Exploring Customer Brand Engagement: Definition and Themes”, Journal of Strategic Marketing, Vol. 19, No. 7, pp. 555-573, 2011.

  • L.D. Hollebeek, “Demystifying Customer Brand Engagement: Exploring the Loyalty Nexus”, Journal of Marketing Management, Vol. 27, No. 7-8, pp. 785-807, 2011.

  • L.D. Hollebeek et al., “Epilogue to the Special Issue and Reflections on the Future of Engagement Research”, Journal of Marketing Management, Vol. 32, No. 5-6, pp. 586-594, 2016.

  • E. Jaakkola and M. Alexander, “The Role of Customer Engagement Behavior in Value Co-Creation: A Service System Perspective”, Journal of Service Research, Vol. 17, No. 3, pp. 247-261, 2014.

  • A. Javornik and A. Mandelli, “Behavioral Perspectives of Customer Engagement: An Exploratory Study of customer Engagement with Three Swiss FMCG Brands”, Journal of Database Marketing and Customer Strategy Management, Vol. 19, No. 4, pp. 300-310, 2012.

  • A. Javornik and A. Mandelli, “Research Categories in Studying Customer Engagement”, Proceedings of International Conference on Academy of Marketing, pp. 1-4, 2013.

  • A.W. Joshi and S. Sharma, “Customer Knowledge Development: Antecedents and Impact on New Product Performance”, Journal of Marketing, Vol. 68, No. 4, pp. 47-59, 2004.

  • W.A. Kahn, “Psychological Conditions of Personal Engagement and Disengagement at Work”, Academy of Management Journal, Vol. 33, No. 4, pp. 692-724, 1990.

  • R.V. Kozinets, K. De Valck, A.C. Wojnicki and S.J. Wilner, “Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities”, Journal of Marketing, Vol. 74, No. 2, pp. 71-89, 2010.

  • V. Kumar and A. Pansari, “Competitive Advantage through Engagement”, Journal of Marketing Research, Vol. 53, No. 4, pp. 497-514, 2016.

  • R.F. Lusch, S.L. Vargo and M. Tanniru, “Service, Value Networks and Learning”, Journal of the Academy of Marketing Science, Vol. 38, No. 1, pp. 19-31, 2010.

  • A. Mandelli and C. Accoto, “Social Mobile Marketing”, EGEA Publication, 2012.

  • R.D. Mersey, E.C. Malthouse and B.J. Calder, “Focusing on the Reader: Engagement Trumps Satisfaction”, Journalism and Mass Communication Quarterly, Vol. 89, No. 4, pp. 695-709, 2012.

  • A. Mollen and H. Wilson, “Engagement, Telepresence and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives”, Journal of Business Research, Vol. 63, No. 9, pp. 919-925, 2010.

  • S. Nambisan, “Designing Virtual Customer Environments for New Product Development: Toward a Theory”, Academy of Management Review, Vol. 27, No. 3, pp. 392-413, 2002.

  • M. Pagani and A. Mirabello, “The Influence of Personal and Social-Interactive Engagement in Social TV Web Sites”, International Journal of Electronic Commerce, Vol. 16, No. 2, pp. 41-68, 2011.

  • P. Patterson, T. Yu and K. De Ruyter, “Understanding Customer Engagement in Services”, Proceedings of International Conference on Advancing Theory, Maintaining Relevance, pp. 4-6, 2006.

  • C.K. Prahalad, “The Blinders of Dominant Logic” Long Range Planning, Vol. 37, No. 2, pp. 171-179, 2004.

  • C.K. Prahalad and V. Ramaswamy, “Co-creating Unique Value with Customers”, Strategy and Leadership, Vol. 32, No. 3, pp. 4-9, 2004.

  • K. Verleye, P. Gemmel and D. Rangarajan, “Managing Engagement Behaviors in a Network of Customers and Stakeholders Evidence from the Nursing Home Sector”, Journal of Service Research, Vol. 17, No. 1, pp. 68-84, 2013.

  • Roderick J. Brodie, Linda D. Hollebeek, BiljanaJuric and Ana Ilic, “Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research”, Journal of Service Research, Vol. 14, No. 3, pp. 21-26, 2011.

  • S.D. Vivek, S.E. Beatty and R.M. Morgan, “Customer Engagement: Exploring Customer Relationships beyond Purchase”, Journal of Marketing Theory, Vol. 20, No. 2, pp. 122-146, 2012.

  • C.M. Sashi, “Customer Engagement, Buyer-Seller Relationships, and Social Media”, Management Decision, Vol. 50, No. 2, pp. 253-272, 2012.

  • J.N. Sheth, B.I. Newman and B.L. Gross, “Why We Buy what we Buy: A Theory of Consumption Values”, Journal of Business Research, Vol. 22, No. 2, pp. 159-170, 1991.

  • T.H.A. Bijmolt, P.S.H. Leeflang and F. Block, “Analytics for Customer Engagement”, Journal of Service Research, Vol. 13, No. 3, pp. 112-116, 2010.

  • S. Thomke and Von Hippel, “Innovators”, Harvard Business Review, Vol. 8, No. 4, pp. 74-81, 2002.

  • J. Van Doorn et al., “Customer Engagement Behavior: Theoretical Foundations and Research Directions”, Journal of Service Research, Vol. 13, No. 3, pp. 253-266, 2010.

  • S.L. Vargo and R.F. Lusch, “Evolving to A New Dominant Logic for Marketing”, Journal of Marketing, Vol. 68, No. 1, pp. 1-17, 2004.

  • S.L. Vargo and R.F. Lusch, “Service-Dominant Logic: Continuing the Evolution”, Journal of the Academy of Marketing Science, Vol. 36, No. 1, pp. 1-10, 2008.

  • P.C. Verhoef, W.J. Reinartz and M. Krafft, “Customer Engagement as A New Perspective in Customer Management”, Journal of Service Research, Vol. 13, No. 3, pp. 247-252, 2010.

  • S.D. Vivek, “A Scale of Consumer Engagement”, PhD Dissertation, Department of Management and Marketing, The University of Alabama, 2009.

  • Eric Von Hippel, “Democratizing Innovation: The Evolving Phenomenon of User Innovation”, Journal fur Betriebswirtschaft, Vol. 55, No. 1, pp. 63-78, 2005.

  • S. Whelan and M. Wohlfeil, “Communicating Brands through Engagement with ‘Lived’ Experiences”, Journal of Brand Management, Vol. 13, No 4-5, pp. 313-329, 2006.

  • V. Kumar et al., “Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value”, Journal of Service Research, Vol. 13, No. 3, pp. 297-310, 2010.

  • R.M. Morgan and S.D. Hunt, “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing, Vol. 58, No. 3, pp. 20-38, 1994.


Abstract Views: 217

PDF Views: 0




  • Customer Engagement-The Co Creation of Value in the Marketing Process

Abstract Views: 217  |  PDF Views: 0

Authors

M. Shyja Karunakaran
Department of Management Studies, Kannur University, India
P. T. Raveendran
Department of Management Studies, Kannur University, India

Abstract


The customers’ involvement in the process of value creation, his influences in this area, and his efforts at co creation of value, is sought to be grouped under an area christened as Customer Engagement. It has been defined differently by different researchers and a universally accepted definition is yet to be formulated. Evolving from relationship marketing and the service dominant logic, it has grown beyond the traditional concepts of marketing and customer behaviour. Scope of customer engagement is wide and varied and so are its dimensions. The proactive customer is a vast opportunity as well as constant threat. In an India which is young, competitive, consumptive as also extremely connected, customer engagement assumes added significance. This paper makes an attempt to study the different aspects and dimensions of customer engagement.

Keywords


Value Co-Creation, Service Dominant Logic, Relationship Marketing, Customer Experiences, Consumption Value, Online Communities.

References