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

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A Correction to this article was published on 26 September 2018

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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.

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Change history

  • 26 September 2018

    The section “S-D logic axioms: a customer engagement perspective” and author note in the original version of this article contained an oversight from the authors in acknowledging the contributions of the work by Brodie et al. in this publication.

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Acknowledgments

The authors would like to thank the Editor, Area Editor, and three anonymous reviewers for their invaluable feedback, which has helped to improve this paper. The authors also express gratitude to Professor Steve Vargo for providing invaluable comments during the development of this paper, and two anonymous panels of 21 academic CE researchers and 16 marketing managers. Finally, the authors acknowledge the conference paper from which this paper was developed: Chen, T. and Hollebeek, L.D. (2013). Engaged experience: Engagement, value change and co-creation experience. Naples Forum on Service, Ischia, June 18-21.

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Authors and Affiliations

  1. Graduate School of Management, University of Auckland, Auckland, New Zealand

    Linda D. Hollebeek

  2. Department of Strategy & Management/Center for Service Innovation, NHH Norwegian School of Economics, Bergen, Norway

    Linda D. Hollebeek

  3. Indian School of Business, Gachibowli, Hyderabad, Telangana, 500032, India

    Rajendra K. Srivastava

  4. Newcastle Business School, University of Newcastle, Corner King/Auckland Streets, Newcastle, NSW, 2300, Australia

    Tom Chen

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  1. Linda D. Hollebeek
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  2. Rajendra K. Srivastava
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Correspondence to Linda D. Hollebeek.

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Constantine Katsikeas served as Area Editor for this article.

Appendix

Appendix

Marketing manager sample characteristics

ID

Industry

Firm size

M1

Retailing

Micro

M2

Information technology

Micro

M3

Publishing

Medium-sized

M4

Public sector

Large

M5

Telecommunications

Large

M6

Hospitality

Medium-sized

M7

Custom-made product retailing

Micro

M8

Information technology

Small

M9

Health self-care services

Micro

M10

Business consulting

Micro

M11

Information technology

Medium-sized

M12

Mental health services

Medium-sized

M13

Recorded music industry

Medium-sized

M14

Not-for-profit

Large

M15

Telecommunications

Large

M16

Auction house

Small

M1: Manager 1, etc.; Firm size: Micro < 10 employees; Small 10–49 employees; Medium-sized 50–249 employees; Large ≥ 250 employees (European Commission 2016)

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Hollebeek, L.D., Srivastava, R.K. & Chen, T. S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. J. of the Acad. Mark. Sci. 47, 161–185 (2019). https://doi.org/10.1007/s11747-016-0494-5

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