Purpose: The purpose of this paper is to understand how firms may be segmented with respect to their attitudes towards the use of mobile instant messaging (MIM) apps (e.g. WhatsApp, Messenger, WeChat, etc). in their marketing practices to identify the main approaches to the use of MIM in...

Purpose: Mobile instant messaging (MIM) is changing how we communicate with customers transforming what we used to buy as products into services. Servitization is the strategy by which the services offered in combination with a product become a central part of the offer and the value. This...

Purpose: The last ten years have shown a significant upward trend of engagement in public management reflecting a significant increase in interest in the topic. The purpose of this paper is to investigate the benefits and factors affecting the construct of civic engagement that thus far are...

Purpose: Because engagement platforms are becoming an emerging service research context, the purpose of this paper is to understand how consumers may be segmented with respect to attitude towards the mobile instant messaging (MIM) apps used as channels for customer service....

Purpose: In recent years, marketers have adopted new technologies to engage customers and better meet customer needs throughout the customer journey. The purpose of this paper is to investigate the impact of consumer engagement on satisfaction and behavior-based CRM performance generated by...