Customer engagement in a Big Data world

被引：141

作者：

Kunz, Werner ^{[1
]}

Aksoy, Lerzan ^{[2
]}

Bart, Yakov ^{[3
]}

Heinonen, Kristina ^{[4
]}

Kabadayi, Sertan ^{[2
]}

Ordenes, Francisco Villarroel ^{[5
]}

Sigala, Marianna ^{[6
]}

Diaz, David ^{[7
]}

Theodoulidis, Babis ^{[8
]}

机构：

[1] Univ Massachusetts, Dept Mkt, Boston, MA 02125 USA

[2] Fordham Univ, Gabelli Sch Business, New York, NY 10023 USA

[3] Northeastern Univ, DAmore McKim Sch Business, Boston, MA 02115 USA

[4] Hanken Sch Econ, Dept Mkt, Helsinki, Finland

[5] Univ Massachusetts, Isenberg Sch Management, Amherst, MA 01003 USA

[6] Univ South Australia, Business Sch, Sch Management, Adelaide, SA, Australia

[7] Univ Chile, Sch Business & Econ, Santiago, Chile

[8] Univ Manchester, Alliance Manchester Business Sch, Manchester, Lancs, England

来源：

JOURNAL OF SERVICES MARKETING | 2017年 / 31卷 / 02期

关键词：

Big data; Value creation; Customer engagement; Data-driven engagement; BRAND ENGAGEMENT; DOMINANT LOGIC; SERVICE LOGIC; CO-CREATION; SOCIAL CRM; INNOVATION; CONSUMER; TECHNOLOGIES; FOUNDATIONS; PERSPECTIVE;

D O I：

10.1108/JSM-10-2016-0352

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Purpose -This paper aims to propose that the literature on customer engagement has emphasized the benefits of customer engagement to the firm and, to a large extent, ignored the customers' perspective. By drawing upon co-creation and other literature, this paper attempts to alleviate this gap by proposing a strategic framework that aligns both the customer and firm perspectives in successfully creating engagement that generates value for both the customer and the bottom line. Design/methodology/approach -A strategic framework is proposed that includes the necessary firm resources, data, process, timeline and goals for engagement, and captures customers' motives, situational factors and preferred engagement styles. Findings -The authors argue that sustainability of data-driven customer engagement requires a dynamic and iterative value generation process involving customers recognizing the value of engagement behaviours and firm's ability to capture and passing value back to customers. Originality/value -This paper proposes a dynamic strategic value-creation framework that comprehensively captures both the customer and firm perspectives to data-driven customer engagement.

引用

页码：161 / 171

页数：11

共 70 条

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