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Customer engagement in a Big Data world
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| Zeitschriftentitel: | Journal of Services Marketing |
|---|---|
| Personen und Körperschaften: | , , , , , , , , |
| In: | Journal of Services Marketing, 31, 2017, 2, S. 161-171 |
| Format: | E-Article |
| Sprache: | Englisch |
| veröffentlicht: |
Emerald
|
| Schlagwörter: |
| author_facet |
Kunz, Werner Aksoy, Lerzan Bart, Yakov Heinonen, Kristina Kabadayi, Sertan Ordenes, Francisco Villarroel Sigala, Marianna Diaz, David Theodoulidis, Babis Kunz, Werner Aksoy, Lerzan Bart, Yakov Heinonen, Kristina Kabadayi, Sertan Ordenes, Francisco Villarroel Sigala, Marianna Diaz, David Theodoulidis, Babis |
|---|---|
| author |
Kunz, Werner Aksoy, Lerzan Bart, Yakov Heinonen, Kristina Kabadayi, Sertan Ordenes, Francisco Villarroel Sigala, Marianna Diaz, David Theodoulidis, Babis |
| spellingShingle |
Kunz, Werner Aksoy, Lerzan Bart, Yakov Heinonen, Kristina Kabadayi, Sertan Ordenes, Francisco Villarroel Sigala, Marianna Diaz, David Theodoulidis, Babis Journal of Services Marketing Customer engagement in a Big Data world Marketing |
| author_sort |
kunz, werner |
| spelling |
Kunz, Werner Aksoy, Lerzan Bart, Yakov Heinonen, Kristina Kabadayi, Sertan Ordenes, Francisco Villarroel Sigala, Marianna Diaz, David Theodoulidis, Babis 0887-6045 Emerald Marketing http://dx.doi.org/10.1108/jsm-10-2016-0352 <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>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.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>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.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>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.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>This paper proposes a dynamic strategic value-creation framework that comprehensively captures both the customer and firm perspectives to data-driven customer engagement.</jats:p> </jats:sec> Customer engagement in a Big Data world Journal of Services Marketing |
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Journal of Services Marketing |
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| title |
Customer engagement in a Big Data world |
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Customer engagement in a Big Data world |
| title_full |
Customer engagement in a Big Data world |
| title_fullStr |
Customer engagement in a Big Data world |
| title_full_unstemmed |
Customer engagement in a Big Data world |
| title_short |
Customer engagement in a Big Data world |
| title_sort |
customer engagement in a big data world |
| topic |
Marketing |
| url |
http://dx.doi.org/10.1108/jsm-10-2016-0352 |
| publishDate |
2017 |
| physical |
161-171 |
| description |
<jats:sec>
<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>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.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>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.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>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.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>This paper proposes a dynamic strategic value-creation framework that comprehensively captures both the customer and firm perspectives to data-driven customer engagement.</jats:p>
</jats:sec> |
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| author | Kunz, Werner, Aksoy, Lerzan, Bart, Yakov, Heinonen, Kristina, Kabadayi, Sertan, Ordenes, Francisco Villarroel, Sigala, Marianna, Diaz, David, Theodoulidis, Babis |
| author_facet | Kunz, Werner, Aksoy, Lerzan, Bart, Yakov, Heinonen, Kristina, Kabadayi, Sertan, Ordenes, Francisco Villarroel, Sigala, Marianna, Diaz, David, Theodoulidis, Babis, Kunz, Werner, Aksoy, Lerzan, Bart, Yakov, Heinonen, Kristina, Kabadayi, Sertan, Ordenes, Francisco Villarroel, Sigala, Marianna, Diaz, David, Theodoulidis, Babis |
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| description | <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>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.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>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.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>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.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>This paper proposes a dynamic strategic value-creation framework that comprehensively captures both the customer and firm perspectives to data-driven customer engagement.</jats:p> </jats:sec> |
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| spelling | Kunz, Werner Aksoy, Lerzan Bart, Yakov Heinonen, Kristina Kabadayi, Sertan Ordenes, Francisco Villarroel Sigala, Marianna Diaz, David Theodoulidis, Babis 0887-6045 Emerald Marketing http://dx.doi.org/10.1108/jsm-10-2016-0352 <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>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.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>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.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>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.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>This paper proposes a dynamic strategic value-creation framework that comprehensively captures both the customer and firm perspectives to data-driven customer engagement.</jats:p> </jats:sec> Customer engagement in a Big Data world Journal of Services Marketing |
| spellingShingle | Kunz, Werner, Aksoy, Lerzan, Bart, Yakov, Heinonen, Kristina, Kabadayi, Sertan, Ordenes, Francisco Villarroel, Sigala, Marianna, Diaz, David, Theodoulidis, Babis, Journal of Services Marketing, Customer engagement in a Big Data world, Marketing |
| title | Customer engagement in a Big Data world |
| title_full | Customer engagement in a Big Data world |
| title_fullStr | Customer engagement in a Big Data world |
| title_full_unstemmed | Customer engagement in a Big Data world |
| title_short | Customer engagement in a Big Data world |
| title_sort | customer engagement in a big data world |
| title_unstemmed | Customer engagement in a Big Data world |
| topic | Marketing |
| url | http://dx.doi.org/10.1108/jsm-10-2016-0352 |