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Title
Abstract
Introduction
The New Big Data Environment
Conclusions and Future Agenda
References
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Business and Management
Marketing

Customer engagement in a Big Data world

Profile image of Marianna SigalaMarianna Sigala

2017, Journal of Services Marketing

https://doi.org/10.1108/JSM-10-2016-0352
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38 pages

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Abstract

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. O...

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