A customer perspective on engagements with firms

: An explorative study of customer engagement behavior

Abstract

Firms have traditionally focused on creating and distributing value, where tangible output has been considered central. Due to the development of the service sector, it has become more important to grasp how intangible value is perceived by customers. This has led to a shift from transactional to relational exchanges, where customers are integrated in a value co-creating process, through customer engagements. 

The purpose of this thesis is to explore the customer's perception of engagements with firms and how customers can make contributions in a value co-creating process. 

A theoretical framework and analytical model were developed based on previous research on customer engagement. This thesis had a qualitative research method and abductive research approach. The empirical data was collected through three different focus groups, which consisted of three or four students in the ages between 20-25.

The study contributed with insights of the customer’s perception of engagements with firms. In addition, the study contributed with descriptions of activities, which were coded into customer behaviors and motivational drivers for customer engagements. 

We recommend that firms should utilize the potential of customer involvement in the value co-creating process and enhance the relationship with customers through engagements. Since the study focused on younger students, future studies could focus on other demographics to see if the findings are transferable to older age groups.