A1 Journal article (refereed), original research

What determines customers’ engagement in the digital service process?

Open Access publication

Publication Details
Authors: Saunila Minna, Ukko Juhani, Rantala Tero
Publisher: Emerald: 24 month embargo
Publication year: 2018
Language: English
Related Journal or Series Information: Journal of Manufacturing Technology Management
ISSN: 1741-038X
eISSN: 1758-7786
JUFO-Level of this publication: 1
Open Access: Open Access publication
Location of the parallel saved publication: http://urn.fi/URN:NBN:fi-fe2018101938507


Purpose - The focus of this paper is on customer engagement
behavior (CEB) in digital environments. Specifically, the paper seeks to
determine the factors that affect CEB in the different parts of the digital service process.

Design/methodology/approach - A longitudinal, qualitative, single-case study is
used to examine CEB in digital environments. The selected case company is a
provider of streaming TV services. Both primary data, gathered from interviews,
focus groups, and participant observations in meetings with a selected focus
group, and secondary data, gathered from company websites sources, were used.

Findings - This study shows that CEB is determined by different
factors in different phases of the digital service process. Moreover, the
results show that engagement is highlighted during the front-end phase of the process. During the back-end phase, the role of engagement is realized by
maintaining and updating solutions.

Originality/value - The originality of the research is based on the study
of CEB in the context of the digital service process. The factors that affect
CEB are classified as customer-based, firm-based, and context-based factors.

Last updated on 2019-13-03 at 12:00

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