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Customer engagement in a Big Data world

Werner Kunz (Department of Marketing, University of Massachusetts, Boston, Massachusetts, USA)
Lerzan Aksoy (Gabelli School of Business, Fordham University, New York, New York, USA)
Yakov Bart (D’Amore-McKim School of Business, Northeastern University, Boston, Massachusetts, USA)
Kristina Heinonen (Department of Marketing, Hanken School of Economics, Helsinki, Finland)
Sertan Kabadayi (Gabelli School of Business, Fordham University, New York, New York, USA)
Francisco Villarroel Ordenes (Isenberg School of Management, University of Massachusetts Amherst, Amherst, Massachusetts, USA)
Marianna Sigala (School of Management, University of South Australia Business School, Adelaide, Australia)
David Diaz (School of Business and Economics, University of Chile, Santiago, Chile)
Babis Theodoulidis (Alliance Manchester Business School, The University of Manchester, Manchester, UK)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 10 April 2017




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.



Kunz, W., Aksoy, L., Bart, Y., Heinonen, K., Kabadayi, S., Ordenes, F.V., Sigala, M., Diaz, D. and Theodoulidis, B. (2017), "Customer engagement in a Big Data world", Journal of Services Marketing, Vol. 31 No. 2, pp. 161-171.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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