From customer to digital to civic to transformative engagement: a conceptual framework and future research directions

Rodoula H. Tsiotsou

Chapter 11 in A Research Agenda for Service Marketing, 2024, pp 299-324 from Edward Elgar Publishing

Abstract: Given its importance in service research and current social and technological developments, the chapter aims to provide an overview of engagement research and propose a conceptual framework by integrating current knowledge while recommending relevant future directions. To this end, the extant literature is critically analyzed, integrated, and used as the baseline for developing the Customer to Digital to Civic to Transformative Engagement framework (CDCTE). The CDCTE framework identifies research gaps and suggests future research avenues. Specifically, new systemic and integrative theories and empirical findings are needed to provide new insights and a holistic explanation of engagement as it has evolved. As a result, the chapter provides new insights into an important research topic that remains of priority in service theory and practice.

Keywords: Business and Management; Economics and Finance; Geography (search for similar items in EconPapers)
Date: 2024
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