Customer Engagement in a Big Data World

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.,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.,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.,This paper proposes a dynamic strategic value-creation framework that comprehensively captures both the customer and firm perspectives to data-driven customer engagement.

[1]  Ulrike Gretzel,et al.  Advances in Social Media for Travel, Tourism and Hospitality : New Perspectives, Practice and Cases , 2017 .

[2]  K. Ruyter,et al.  Unveiling What Is Written in the Stars: Analyzing Explicit, Implicit, and Discourse Patterns of Sentiment in Social Media , 2017 .

[3]  M. Wedel,et al.  Marketing Analytics for Data-Rich Environments , 2016 .

[4]  Kumar Rakesh Ranjan,et al.  Value co-creation: concept and measurement , 2014, Journal of the Academy of Marketing Science.

[5]  Kevin Kam Fung So,et al.  Enhancing customer relationships with retail service brands: The role of customer engagement , 2016 .

[6]  Shahriar Akter,et al.  Big data analytics in E-commerce: a systematic review and agenda for future research , 2016, Electronic Markets.

[7]  Navneet Kaur,et al.  Opinion mining and sentiment analysis , 2016, 2016 3rd International Conference on Computing for Sustainable Global Development (INDIACom).

[8]  E. Malthouse,et al.  The customer engagement ecosystem , 2016 .

[9]  Ana Cláudia Campos,et al.  Co-Creation Experiences: Attention and Memorability , 2016 .

[10]  Marianna Sigala,et al.  Social CRM Capabilities and Readiness: Findings from Greek Tourism Firms , 2016, ENTER.

[11]  Stephen L. Vargo,et al.  Institutions and axioms: an extension and update of service-dominant logic , 2016 .

[12]  George R. Milne,et al.  Internet of Things: Convenience vs. privacy and secrecy , 2015 .

[13]  Kristina Heinonen,et al.  Customer-dominant logic: foundations and implications , 2015 .

[14]  Russell Walker.  From Big Data to Big Profits: Success with Data and Analytics , 2015 .

[15]  K. Verleye.  The co-creation experience from the customer perspective: its measurement and determinants , 2015 .

[16]  Ishwarappa,et al.  A Brief Introduction on Big Data 5Vs Characteristics and Hadoop Technology , 2015 .

[17]  C. Grönroos,et al.  The service revolution and its marketing implications: service logic vs service-dominant logic , 2014 .

[18]  R. Brodie,et al.  Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation , 2014 .

[19]  Babis Theodoulidis,et al.  Analyzing Customer Experience Feedback Using Text Mining , 2014 .

[20]  P. Harrigan,et al.  CRM to social CRM: the integration of new technologies into customer relationship management , 2014 .

[21]  J. Balla,et al.  Why marketing needs more introverts: : Interaction , 2014 .

[22]  David Gann,et al.  New Patterns of Innovation , 2014 .

[23]  Jochen Wirtz,et al.  Managing brands and customer engagement in online brand communities , 2013 .

[24]  M. Haenlein,et al.  Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House , 2013 .

[25]  M. Huang,et al.  Value Fusion: The Blending of Consumer and Firm Value in the Distinct Context of Mobile Technologies and Social Media , 2013 .

[26]  Werner H. Kunz,et al.  Creators, multipliers, and lurkers: who contributes and who benefits at online review sites , 2013 .

[27]  C. Grönroos,et al.  Critical service logic: making sense of value creation and co-creation , 2013 .

[28]  V. Kumar,et al.  Practice Prize Winner - Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey , 2013, Mark. Sci..

[29]  Mary Jo Bitner,et al.  Decoding Customer–Firm Relationships: How Attachment Styles Help Explain Customers' Preferences for Closeness, Repurchase Intentions, and Changes in Relationship Breadth , 2013 .

[30]  Vardit Landsman,et al.  Dם Customers Learn from Experience? Evidence from Retail Banking , 2012, Manag. Sci..

[31]  R. Brodie,et al.  Consumer engagement in a virtual brand community: An exploratory analysis , 2013 .

[32]  Melnned M. Kantardzic.  Big Data Analytics , 2013, Lecture Notes in Computer Science.

[33]  Ana Javornik,et al.  Behavioral perspectives of customer engagement: An exploratory study of customer engagement with three Swiss FMCG brands , 2012 .

[34]  Christian Grönroos,et al.  Conceptualising value co-creation: A journey to the 1970s and back to the future , 2012 .

[35]  Veda C. Storey,et al.  Business Intelligence and Analytics: From Big Data to Big Impact , 2012, MIS Q..

[36]  C. M. Sashi.  Customer engagement, buyer‐seller relationships, and social media , 2012 .

[37]  O. Bar‐Gill,et al.  Pricing Misperceptions: Explaining Pricing Structure in the Cell Phone Service Market , 2012 .

[38]  Veronica Liljander,et al.  Customer engagement in a Facebook brand community , 2012 .

[39]  Andrew N. Smith,et al.  How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter? , 2012 .

[40]  R. Morgan,et al.  Customer Engagement: Exploring Customer Relationships Beyond Purchase , 2012 .

[41]  Benedikt Jahn,et al.  How to Transform Consumers into Fans of Your Brand , 2012 .

[42]  L. Hollebeek.  Exploring customer brand engagement: definition and themes , 2011 .

[43]  Barak Libai,et al.  Comment: The Perils of Focusing on Highly Engaged Customers , 2011 .

[44]  R. Brodie,et al.  Customer Engagement , 2011 .

[45]  Katherine N. Lemon,et al.  Customer Engagement Behavior: Theoretical Foundations and Research Directions , 2010 .

[46]  W. Reinartz,et al.  Customer Engagement as a New Perspective in Customer Management , 2010 .

[47]  Frank Alpert,et al.  Total customer engagement: designing and aligning key strategic elements to achieve growth , 2010 .

[48]  Paul Michael Di Gangi,et al.  Getting Customers' Ideas to Work for You: Learning from Dell how to Succeed with Online User Innovation Communities , 2010, MIS Q. Executive.

[49]  B. Edvardsson,et al.  A customer‐dominant logic of service , 2010 .

[50]  J. Bowden.  The Process of Customer Engagement: A Conceptual Framework , 2009 .

[51]  C. A. Matos,et al.  Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators , 2008 .

[52]  Yehuda Koren,et al.  Factorization meets the neighborhood: a multifaceted collaborative filtering model , 2008, KDD.

[53]  Tim Mazzarol,et al.  Conceptualizing word‐of‐mouth activity, triggers and conditions: an exploratory study , 2007 .

[54]  G. Duysters,et al.  Networking as a Means to Strategy Change: The Case of Open Innovation in Mobile Telephony , 2007 .

[55]  Raghuram Iyengar,et al.  A Model of Consumer Learning for Service Quality and Usage , 2007 .

[56]  George Coe,et al.  Managing Customer Relationships , 2006 .

[57]  B. Skiera,et al.  Paying Too Much and Being Happy about It: Existence, Causes, and Consequences of Tariff-Choice Biases , 2006 .

[58]  M. Sawhney,et al.  Collaborating to create: The Internet as a platform for customer engagement in product innovation , 2005 .

[59]  A. Herrmann,et al.  The Social Influence of Brand Community: Evidence from European Car Clubs , 2005 .

[60]  Greg Linden,et al.  Amazon . com Recommendations Item-to-Item Collaborative Filtering , 2001 .

[61]  Nelson P. Repenning,et al.  A Simulation-Based Approach to Understanding the Dynamics of Innovation Implementation , 2002, Organ. Sci..

[62]  Darrell K. Rigby,et al.  Avoid the four perils of CRM. , 2002, Harvard business review.

[63]  R. Ramírez.  Value co-production: intellectual origins and implications for practice and research , 1999 .

[64]  Kelly A. Brennan,et al.  Self-report measurement of adult attachment: An integrative overview. , 1998 .

[65]  C. Hazan,et al.  Love and work: An attachment-theoretical perspective. , 1990 .

[66]  D. Rubinstein.  Love and Work , 1978, The Sociological review.