We are happy to announce the visit of Linda Hollebeek, who is Ph.D Associate Professor at Montpellier Business School and NHH Norwegian School of Economics. Tee topic of her talk is “Customer Engagement: B2C vs. B2B Foundations”.
Abstract: The customer engagement (CE) concept has been subject to significant academic and practitioner interest in recent years, as evidenced by studies exploring its conceptualization, measurement and association to other concepts within broader nomological networks. Despite these advances little remains known regarding CE’s key dynamics in B2C, versus B2B contexts. This seminar aims to address this issue by reporting on two studies conducted within the domain of B2C and B2B CE, respectively and presenting a model applicable to each of these contexts. Implications are also discussed.