Customer engagement strategies within family businesses in emerging economies: A multi-method study

Customer Engagement (CE) research has been growing considerably over time, however, most of this research emanates from developed economies and large organizational contexts. Little is known about CE strategies when it comes to family-owned businesses in emerging market context. This paper tries to synthesize the extant literature on CE to identify the state of research concerning CE practices followed in family-owned businesses from emerging markets. To achieve this objective, we first conducted a structured literature review of CE research published in last two decades in the top tier management and marketing journals. Second, drawing from the insights received from the findings of the structured review, we design a structured interview schedule to collect first-hand data from the managers working in family-owned businesses in India. This rich data is then analyzed using a qualitative data analysis package. Findings from our analysis reveal that social media platforms, continuous monitoring of the customer feedback and reviews, importance to non-financial goals, safeguarding the reputation, and maintaining the trustful relationship are critical aspects of family-owned firms’ CE strategy. Another interesting aspect about the CE strategies in family businesses vis-à-vis non-family-businesses, specifically from an emerging country context is the reliance on the third-party agencies to manage the content creation and digital marketing. Study findings not only help advance the scholarship within the twin fields of customer engagement and family business, but also provide valuable insights to the practitioners of family-owned businesses.