SD logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM

Linda D. Hollebeek, Rajendra K. Srivastava , Tom Chen

Research output: Contribution to journalArticle

136 Citations (Scopus)

Abstract

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.
Original languageEnglish
Pages (from-to)161-185
Number of pages25
JournalJournal of the Academy of Marketing Science
Volume47
Issue number1
DOIs
Publication statusPublished - 2019

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