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.
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Item type: Article ID code: 65265 Dates: DateEvent6 July 2018Published1 April 2018AcceptedSubjects: Social Sciences > Commerce > Marketing. Distribution of products Department: Strathclyde Business School > Marketing Depositing user: Pure Administrator Date deposited: 27 Aug 2018 12:02 Last modified: 22 Apr 2024 00:39 URI: https://strathprints.strath.ac.uk/id/eprint/65265