Engaged, but with what? Objects of engagement in technology-aided B2B customer interactions

Essi Pöyry*, Petri Parvinen, Osmo Mattila, Jani Holopainen

*Tämän työn vastaava kirjoittaja

Tutkimustuotos: LehtiartikkeliArticleScientificvertaisarvioitu

1 Sitaatiot (Scopus)

Abstrakti

Using new technologies in customer interactions is a popular way of trying to increase customer engagement. It is, however, unknown how such efforts by marketers’ affect engagement, and particularly to what that engagement relates to. By analysing interview and observation data, the engagement manifestations of customers of a B2B company using virtual-reality technology were studied. The results show that customer engagement can be targeted at not only brands or firms but also the service the firm offers or the technology that enables the service. It is argued that the different objects of engagement can coexist and support each other but engagement with the firm is less susceptible to fluctuations. Marketers should be aware of what triggers customer engagement and what it is targeted at.

AlkuperäiskieliEnglanti
Sivut334-360
Sivumäärä27
JulkaisuJournal of Marketing Management
Vuosikerta36
Numero3-4
Varhainen verkossa julkaisun päivämäärä1 tammikuuta 2020
DOI - pysyväislinkit
TilaJulkaistu - 12 helmikuuta 2020
OKM-julkaisutyyppiA1 Julkaistu artikkeli, soviteltu

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