What determines customers’ engagement in the digital service process?
Saunila, Minna; Ukko, Juhani; Rantala, Tero (2018)
Post-print / Final draft
Journal of Manufacturing Technology Management
School of Engineering Science
© Emerald Publishing Limited
Design/methodology/approach - A longitudinal, qualitative, single-case study is used to examine CEB in digital environments. The selected case company is a provider of streaming TV services. Both primary data, gathered from interviews, focus groups, and participant observations in meetings with a selected focus group, and secondary data, gathered from company websites sources, were used.
Findings - This study shows that CEB is determined by different factors in different phases of the digital service process. Moreover, the results show that engagement is highlighted during the front-end phase of the process. During the back-end phase, the role of engagement is realized by maintaining and updating solutions.
Originality/value - The originality of the research is based on the study of CEB in the context of the digital service process. The factors that affect CEB are classified as customer-based, firm-based, and context-based factors.
Saunila, M., Ukko, J., Rantala, T. (2018). What determines customers’ engagement in the digital service process? Journal of Manufacturing Technology Management. DOI: 10.1108/ JMTM-01-2018-0006
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