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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/23536

Title: Going beyond the service exchange: Investigating an engagement platform for customer learning
Authors: Leroi-Werelds, Sara
Streukens, Sandra
Issue Date: 2015
Citation: Proceedings of the 2015 EMAC Conference,
Abstract: Current service research emphasizes that a pressing new challenge for firms is to support customer learning. This study examines engagement platforms for customer learning. Given the voluntary nature of these platforms, their effectiveness strongly depends on customers’ willingness to engage. A conceptual model is presented that discerns between an economic and social route to engagement. Preliminary qualitative findings confirm the existence of these two routes. A large scale quantitative study will be conducted to test the hypothesized relationships. Besides an in-depth theoretical understanding of engagement platforms for customer learning, our study offers practical implications for the effectiveness of such platforms.
URI: http://hdl.handle.net/1942/23536
Category: C2
Type: Proceedings Paper
Appears in Collections: Research publications

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