Purpose The purpose of this paper is to explore the dynamic process of multi-actor engagement by examining how it evolves and spreads in actor networks. The authors challenge the dyadic perspective adopted by previous research. Design/methodology/approach An abductive theorizing approach uses a...

Purpose The purpose of this paper is to identify antecedents and consequences of customers’ value co-creation behaviour (VCB). VCB as a means to facilitate value realisation processes is gaining importance in service research and practice. Encouraging such enactments can be challenging, but...

Purpose The purpose of this paper is to identify and delineate research directions that guide future empirical studies exploring how engagement platforms facilitate value co-creation and actor engagement in the context of the sharing economy. Design/methodology/approach The authors adopt a...

Purpose Online brand communities (OBCs) are an effective avenue for brands to engage consumers. While engaging with the brand, consumers simultaneously interact with other OBC members; thus engaging with multiple, interrelated engagement objects concurrently. The purpose of this paper is to...

Purpose The purpose of this paper is to advance extant theorizing around resource integration by conceptualizing and delineating the notion of a usage center. A usage center consists of a combination of interdependent actors that draw on resources across their individual usage processes to...

Purpose The purpose of this paper is to investigate the effects of a firm’s service-dominant orientation on marketing and technological capabilities, and its performance. It outlines how a service-dominant orientation offers guidance for the development and deployment of ordinary capabilities,...

Purpose The purpose of this paper is to investigate how organizations create focal engagement objects through posts to their social media community members and how the members engage with these posts in ways that potentially co-create value. Of additional interest is the use of platform, tone...

Purpose Both customer engagement (CE) and corporate social responsibility (CSR) have been linked to customer loyalty. Past studies use service dominant logic and customer value co-creation to explain this relationship. The purpose of this paper is to apply utility theory to develop and test a...

Purpose Service employees are frequently exposed to moral dilemmas as a result of their boundary role, attending to the interests of both the organization and customers. The purpose of this paper is to explore organizational and personal values that generate moral dilemmas in the service...

Purpose The purpose of this paper is to investigate the drivers of customer value, and their respective relationships with customer satisfaction and behavioral intentions, between two culturally distinct groups of adventure tourists. Design/methodology/approach The study adopted a descriptive...