Purpose This paper aims to propose that the literature on customer engagement has emphasized the benefits of customer engagement to the firm and, to a large extent, ignored the customers’ perspective. By drawing upon co-creation and other literature, this paper attempts to alleviate this gap...

Prior literature on customer engagement has emphasized the benefits of customer engagement to the firm and mostly ignored the customers' perspective. In contrast, we argue that sustainability of data-driven customer engagement require a dynamic and iterative value generation process involving 1)...