Publication Type

Journal Article

Version

acceptedVersion

Publication Date

1-2019

Abstract

Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic is thriving. While the fit of CE/S-D logic has been recognized, insight into this theoretical interface remains tenuous, as explored in this paper. We develop an integrative, S-D logic–informed framework of CE comprising three CE foundational processes, which are required (for customer resource integration), or conducive (for customer knowledge sharing/learning) CE antecedents. While customer resource integration, in some form, extends to coincide with CE, customer knowledge sharing/learning can also do so. We also identify three CE benefits (customer individual/interpersonal operant resource development, cocreation) as CE consequences, which can also coincide with CE. Deploying the framework, we revise Brodie et al.’s (Journal of Service Research, 14(3), 252–271, 2011) fundamental propositions of CE and apply these to customer relationship management. We conclude with theoretical and managerial implications, followed by future research avenues.

Keywords

CRM, Conceptual framework, Revised FPs, Customer engagement, S-D logic, service-dominant logic

Discipline

Marketing | Sales and Merchandising

Research Areas

Marketing

Publication

Journal of the Academy of Marketing Science

Volume

47

Issue

1

First Page

161

Last Page

185

ISSN

0092-0703

Identifier

10.1007/s11747-016-0494-5

Publisher

SAGE Publications (UK and US) / Springer Verlag (Germany)

Copyright Owner and License

Authors

Comments

Advance online in 2016

Additional URL

https://doi.org/10.1007/s11747-016-0494-5

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