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

Linda D. Hollebeek (), Rajendra K. Srivastava () and Tom Chen ()
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Linda D. Hollebeek: University of Auckland
Rajendra K. Srivastava: Indian School of Business
Tom Chen: University of Newcastle

Journal of the Academy of Marketing Science, 2019, vol. 47, issue 1, No 10, 185 pages

Abstract: 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.

Keywords: Customer engagement; S-D logic; Conceptual framework; Revised FPs; CRM (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (79)

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DOI: 10.1007/s11747-016-0494-5

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