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

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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.