presenting a Model of customer engagement Co-Creation :A dual perspective Co-Creation value for the customer and the company
Subject Areas : Special
mitra mobini
1
,
Samad Aali
2
,
Alireza Bafandeh Zendeh
3
,
houshang taghizadeh
4
1 - PhD student, Business Administration, Islamic Azad University, Tabriz Branch, Tabriz, Iran
2 - Assistant Professor, Department of Management, Islamic Azad University, Tabriz Branch, Tabriz, Iran
3 - Associate Professor, Department of Management, Islamic Azad University, Tabriz Branch, Tabriz, Iran
4 - Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
Keywords: dual perspective , customer engagement , co-creation value,
Abstract :
In modern approaches to marketing, markets are considered as grounds where companies and customers combine and share their resources and capabilities to create dual value (i.e., both for companies and customers) through applying modern learning mechanisms, establishing communications, and engaging in the process of producing goods and providing services. Thus, the current study is aimed at presenting the conceptual framework of the antecedents and consequences of customer engagement with an emphasis on the “dual value” perspective. In the current study, the meta-synthesis research method was applied. From the studies conducted between 2000 to 2020, 46 studies were investigated and selected using the CASP method and were entered into the process of meta-Synthesis. Then, the indicators were coded and categorized, and were validated based on experts’ agreement. The analysis of the data resulted in the identification of 46 indicators, which were classified in the two groups of customer engagement antecedents including customer resources and company resources, and customer engagement consequences including value for customers and value for companies. The resulting conceptual framework can be applied as an instrument for strategic planning in the field of marketing and the development of customer engagement in different businesses. Applying the meta-Synthesis research method and focusing on the dual value perspective were among the innovations of the current studyMethodology: In the current study, the meta-synthesis research method was applied. From the studies conducted between 2000 to 2020, 46 studies were investigated and selected using the CASP method and were entered into the process of meta-Synthesis. Then, the indicators were coded and categorized, and were validated based on experts’ agreement. Findings: The analysis of the data resulted in the identification of 46 indicators, which were classified in the two groups of customer engagement antecedents including customer resources and company resources, and customer engagement consequences including value for customers and value for companies. Conclusion: The resulting conceptual framework can be applied as an instrument for strategic planning in the field of marketing and the development of customer engagement in different businesses. Applying the meta-Synthesis research method and focusing on the dual value perspective were among the innovations of the current study.
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