Journal of the Academy of Marketing Science

, Volume 47, Issue 1, pp 138–160 | Cite as

Customer engagement in service

  • V. KumarEmail author
  • Bharath Rajan
  • Shaphali Gupta
  • Ilaria Dalla Pozza
Conceptual/Theoretical Paper


We develop a framework to facilitate customer engagement in service (CES) based on the service-dominant (S-D) logic. A novel feature of this framework is its applicability and relevance for firms operating both in developed and emerging markets. First, we conduct a qualitative study involving service managers from multinational companies (MNCs) across the developed and emerging markets to understand the practitioner viewpoints. By integrating the insights from the interviews and the relevant academic literature, this framework explores how interaction orientation and omnichannel model can be used to create positive service experience. We also identify the factors that moderate the service experience, and categorize them as follows: offering-related, value-related, enabler-related, and market-related. Further, we also propose that perceived variation in service experience moderates the influence of service experience on satisfaction and emotional attachment, which ultimately impacts customer engagement (CE). From these factors, we advance research propositions that discuss the creation of positive service experience. One of the study’s key contributions is that MNCs can focus their attention on the moderators to ensure consistency in positive service experience, in an effort to enhance CE.


Service experience Customer engagement Developed markets Emerging markets Service-dominant logic 



The authors thank the editor, the AE, and the three anonymous reviewers for their valuable comments during the review process. In addition, we thank the participants at the Thought Leaders in Service Marketing Strategy Conference held in HEC Paris in May 2016, Alok Saboo, Nita Umashankar, Sarang Sunder, Jennifer Preyss and Ericka Yates for their valuable feedback on this article. We thank Renu for copyediting this manuscript.


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Copyright information

© Academy of Marketing Science 2017

Authors and Affiliations

  • V. Kumar
    • 1
    • 2
    • 3
    • 4
    Email author
  • Bharath Rajan
    • 1
  • Shaphali Gupta
    • 1
    • 5
  • Ilaria Dalla Pozza
    • 6
  1. 1.Center for Excellence in Brand & Customer Management, J. Mack Robinson College of BusinessGeorgia State UniversityAtlantaUSA
  2. 2.Huazhong University of Science and TechnologyWuhanChina
  3. 3.Hagler Institute for Advanced StudyTexas A&M UniversityCollege StationUSA
  4. 4.Indian School of BusinessHyderabadIndia
  5. 5.Management Development Institute (MDI)GurgaonIndia
  6. 6.IPAG Business SchoolParisFrance

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