Beyond the dyadic: customer engagement in increasingly networked environments

Hollebeek, Linda and Jaakkola, Elina and Alexander, Matthew (2018) Beyond the dyadic: customer engagement in increasingly networked environments. Journal of Service Management, 29 (3). pp. 330-332. ISSN 1757-5818 (https://doi.org/10.1108/JOSM-05-2018-410)

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Abstract

In recent years, marketing is witnessing a paradigm shift where traditional boundaries between customer and provider roles are blurring, and markets are becoming increasingly interconnected. That is, contemporary customers are no longer simply fulfilling passive end-user roles in relation to firm-based offerings, but are proactively contributing to their interactions with brands, firms and other stakeholders. Through these interactions, customers are therefore increasingly engaged in shaping firms' offering and cocreating value.

ORCID iDs

Hollebeek, Linda, Jaakkola, Elina and Alexander, Matthew ORCID logoORCID: https://orcid.org/0000-0003-3770-8056;
CORE (COnnecting REpositories)