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From customer to digital to civic to transformative engagement: a conceptual framework and future research directions

In: A Research Agenda for Service Marketing

Author

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  • Rodoula H. Tsiotsou

Abstract

Given its importance in service research and current social and technological developments, the chapter aims to provide an overview of engagement research and propose a conceptual framework by integrating current knowledge while recommending relevant future directions. To this end, the extant literature is critically analyzed, integrated, and used as the baseline for developing the Customer to Digital to Civic to Transformative Engagement framework (CDCTE). The CDCTE framework identifies research gaps and suggests future research avenues. Specifically, new systemic and integrative theories and empirical findings are needed to provide new insights and a holistic explanation of engagement as it has evolved. As a result, the chapter provides new insights into an important research topic that remains of priority in service theory and practice.

Suggested Citation

  • Rodoula H. Tsiotsou, 2024. "From customer to digital to civic to transformative engagement: a conceptual framework and future research directions," Chapters, in: Olivier Furrer & Mikèle Landry & Chloé Baillod & Jie Y. Kerguignas (ed.), A Research Agenda for Service Marketing, chapter 11, pages 299-324, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21560_11
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    File URL: https://www.elgaronline.com/doi/10.4337/9781803923178.00024
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