S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM
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DOI: 10.1007/s11747-016-0494-5
Abstract: Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic is thriving. While the fit of CE/S-D logic has been recognized,… read more here.
Keywords: logic informed; customer engagement; customer; fundamental propositions ... See more keywords