TY - JOUR
T1 - Friend or foe? Customer engagement's value-based effects on fellow customers and the firm
AU - Clark, Moira K.
AU - Lages, Cristiana Raquel
AU - Hollebeek, Linda D.
N1 - Funding Information:
The Friend or Foe wording in the paper title was inspired by a discussion with Bowden et al. (2017). We also thank Tony Harrington, Executive Director of the Henley Centre of Customer Management, for his assistance in drawing Fig. 1, and acknowledge Brodie, Fehrer, Conduit and Jaakkola (2016) for a discussion on engagement. Moreover, we thank the Editors, anonymous reviewers and Alex Kessler, copy-editor, for suggesting improvements to our work. Finally, we acknowledge Hollebeek et al. (2016: JMM), Hollebeek, Juric & Tang (2017: JSM), and Hollebeek's (2016) multi-stakeholder CE, which offer important foundational thinking for this paper. None, though to avoid any conflict of interest from arising, the manuscript should not be handled or reviewed by those mentioned in the Acknowledgements. If accepted, black-and-white printing will suffice for the entire paper, including Fig. 1.
Publisher Copyright:
© 2020
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020/12
Y1 - 2020/12
N2 - Customer engagement (CE) research has rapidly developed in recent years, with insight being gleaned in such areas as CE conceptualization, valence, measurement, and theoretical associations. However, despite the development of understanding of CE's impact on the focal customer (e.g., by cultivating his/her brand attachment/loyalty), much less remains known regarding CE's effects on other actors, particularly on multiple actors simultaneously. Based on the premise that differing actors tend to have different goals/interests, as advanced in stakeholder theory, we deduce that positive/negative CE can yield differing perceived value-based effects across actors. To address this issue, we examine the particular case of positive/negative CE's value-creating/eroding effects as perceived by the actors of fellow customers and the firm, which we classify in a multi-actor typological framework. After introducing the typology, we conclude by outlining key implications that arise from this research, limitations, and avenues for further research on CE's multi-actor effects.
AB - Customer engagement (CE) research has rapidly developed in recent years, with insight being gleaned in such areas as CE conceptualization, valence, measurement, and theoretical associations. However, despite the development of understanding of CE's impact on the focal customer (e.g., by cultivating his/her brand attachment/loyalty), much less remains known regarding CE's effects on other actors, particularly on multiple actors simultaneously. Based on the premise that differing actors tend to have different goals/interests, as advanced in stakeholder theory, we deduce that positive/negative CE can yield differing perceived value-based effects across actors. To address this issue, we examine the particular case of positive/negative CE's value-creating/eroding effects as perceived by the actors of fellow customers and the firm, which we classify in a multi-actor typological framework. After introducing the typology, we conclude by outlining key implications that arise from this research, limitations, and avenues for further research on CE's multi-actor effects.
KW - Customer engagement
KW - Multi-actor effects
KW - Stakeholder theory
KW - Typology
KW - Value
UR - http://www.scopus.com/inward/record.url?scp=85082334048&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2020.03.011
DO - 10.1016/j.jbusres.2020.03.011
M3 - Article
AN - SCOPUS:85082334048
SN - 0148-2963
VL - 121
SP - 549
EP - 556
JO - Journal of Business Research
JF - Journal of Business Research
ER -