From customer to digital to civic to transformative engagement : a conceptual framework and future research directions
Year of publication: |
2024
|
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Authors: | Tsiotsou, Rodoula H. |
Published in: |
A Research Agenda for Service Marketing. - Cheltenham : Edward Elgar Publishing Limited, ISBN 978-1-80392-317-8. - 2024, p. 299-324
|
Subject: | Transformative Service Research (TSR) | Customer engagement | Research agenda | Civic engagement | Brand communities | Transformative engagement | Beziehungsmarketing | Relationship marketing | Kundenintegration | Customer integration | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Social Web | Social web |
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