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

Hollebeek, L D and Srivastava, R K and Chen, T (2016) S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science. pp. 1-25.

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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.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Srivastava, R KUNSPECIFIED
Item Type: Article
Uncontrolled Keywords: Customer engagementS-D, logicConceptual, frameworkRevised, FPsCRM,
Subjects: Business and Management
Organization Behavior
Depositing User: Veeramani R
Date Deposited: 14 Sep 2016 17:53
Last Modified: 14 Sep 2016 19:15
URI: http://eprints.exchange.isb.edu/id/eprint/502
Publisher URL: http://dx.doi.org/10.1007/s11747-016-0494-5
Publisher OA policy: http://www.sherpa.ac.uk/romeo/issn/0092-0703/
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