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Keywords: Data-driven engagement
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Journal Articles
Werner Kunz, Lerzan Aksoy, Yakov Bart, Kristina Heinonen, Sertan Kabadayi, Francisco Villarroel Ordenes, Marianna Sigala, David Diaz, Babis Theodoulidis
Journal:
Journal of Services Marketing
Journal of Services Marketing (2017) 31 (2): 161–171.
Published: 10 April 2017
...-creation framework that comprehensively captures both the customer and firm perspectives to data-driven customer engagement. Big data Value creation Customer engagement Data-driven engagement Alternatively, other studies focus solely on the behavioural aspects of customer engagement...
