Executing on a customer engagement strategy

Continued value creation in crowdsourcing from creative process engagement

“…Existing research in customer engagement and value creation (Venkatesan, 2017, Harmeling et al, 2017, Hollebeek et al, 2014 highlights the need to understand and evaluate customer engagement and its contribution to a firm's marketing activities. Our longitudinal study answers this call and empirically examines the effect of engagement with a specific marketing activity -a creative crowdsourcing contest -on perceived value for customer and firm.…”

“…Value creation is considered an important manifestation of customer engagement behaviour (Kumar et al, 2010, Dong et al, 2008, Hollebeek, 2013, Hollebeek et al, 2016. Customer engagement and relationships researchers urge organisations to co-create value with their customers through a wider range of marketing activities (Venkatesan, 2017). In a crowdsourcing context, creative performance is the direct benefit of creative process engagement (CPE) (Bakker and Demerouti, 2008, Sapp, 1995, Mace and Ward, 2002), yet firms may also enjoy additional value from customer engagement J o u r n a l o f S e r v i c e s M a r k e t i n g 3 over time, a notion recently acknowledged in the customer engagement literature (Pansari and Kumar, 2017).…”

Zooming out: actor engagement beyond the dyadic

“…Research on engagement has grown in significance and impact in recent years highlighting both its theoretical and practical importance Venkatesan, 2017).…”

Consumer engagement in the tourism industry: new trends and implications for research

“…Nevertheless, given its relative importance, empirical research to understand engagement while actually experiencing tourism offerings/destinations are limited. Accordingly, this special issue addresses the role of engagement in tourism and in so doing addresses calls to advance our knowledge of customer engagement (Hollebeek et al, 2019;Jaakkola & Alexander, 2014;Pansari & Kumar, 2017;Venkatesan, 2017) in the context of service industries.…”