S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM
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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.
KeywordsCustomer engagement S-D logic Conceptual framework Revised FPs CRM
The authors would like to thank the Editor, Area Editor, and three anonymous reviewers for their invaluable feedback, which has helped to improve this paper. The authors also express gratitude to Professor Steve Vargo for providing invaluable comments during the development of this paper, and two anonymous panels of 21 academic CE researchers and 16 marketing managers. Finally, the authors acknowledge the conference paper from which this paper was developed: Chen, T. and Hollebeek, L.D. (2013). Engaged experience: Engagement, value change and co-creation experience. Naples Forum on Service, Ischia, June 18-21.
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