The purpose of this paper is to examine customer engagement behavior (CEB) in digital environments. Specifically, the paper seeks to determine the factors that affect CEB in the different parts of the digital service process.
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.
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.
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.
