Titlebar

Export bibliographic data
Literature by the same author
plus on the publication server
plus at Google Scholar

 

Actor Engagement as Marketing Objective in Service Ecosystems – Empirical Insights and Conceptualisations at Different Levels of Analysis

Title data

Schönberner, Jan:
Actor Engagement as Marketing Objective in Service Ecosystems – Empirical Insights and Conceptualisations at Different Levels of Analysis.
Bayreuth , 2022 . - XI, 245 p.
( Doctoral thesis, 2022 , Universität Bayreuth, Rechts- und Wirtschaftswissenschaftliche Fakultät)
DOI: https://doi.org/10.15495/EPub_UBT_00006169

Official URL: Volltext

Abstract in another language

In service management and marketing, the question of how to engage customers and other relevant actors becomes increasingly important. Customer and actor engagement is understood as social and economic actors’ contributions to an organisation exceeding typical roles and transactional behaviours. From a corporate perspective, a key marketing objective is to foster the engagement of customers and other actors. Customer and actor engagement facilitated by virtual and physical engagement platforms leads to increased revenues, reputation, and cost savings. This emphasises the active role of customers’ and other actors’ as contributors to the creation of value for companies and organisations.
Therefore, value co-creation is an appropriate theoretical foundation for addressing this phenomenon because it focuses on various actors’ resource exchanges to co-create value in service ecosystems. Value is always co-created by the interactions of multiple actors. However, value co-creation is a theory on a higher level of abstraction. Thus, applying concepts, such as actor engagement and engagement platforms, is essential to break down abstraction and enable accessibility for empirical research. Engagement platforms are virtual and physical touchpoints. They are provided by focal actors to enable and facilitate actors’ interactions and are embedded in service ecosystems.
Although the concepts of actor engagement and engagement platforms have been introduced into the service management and marketing literature, there remain several calls for further research. Therefore, this doctoral thesis aims to advance the understanding of how actors and engagement platforms are interconnected within service ecosystems and how actors’ resource exchange is facilitated by engagement platforms. Thus, the following research question is addressed: How does actor engagement in terms of exchanging resources on engagement platforms contribute to value co-creation in service ecosystems?
This doctoral thesis uses empirical insights to extend the theoretical conceptualisations of actor engagement at different levels of analysis. Hence, the analyses were conducted at organisational and dyadic levels (intra- and micro-levels) as well as in triadic relationships and networks (meso- and macro-levels) to allow for a multi-perspective consideration of the research question. As the research context, sport sponsorship and sport management in a broader sense were selected as specific parts of the service industry.

Abstract in another language

In service management and marketing, the question of how to engage customers and other relevant actors becomes increasingly important. Customer and actor engagement is understood as social and economic actors’ contributions to an organisation exceeding typical roles and transactional behaviours. From a corporate perspective, a key marketing objective is to foster the engagement of customers and other actors. Customer and actor engagement facilitated by virtual and physical engagement platforms leads to increased revenues, reputation, and cost savings. This emphasises the active role of customers’ and other actors’ as contributors to the creation of value for companies and organisations.
Therefore, value co-creation is an appropriate theoretical foundation for addressing this phenomenon because it focuses on various actors’ resource exchanges to co-create value in service ecosystems. Value is always co-created by the interactions of multiple actors. However, value co-creation is a theory on a higher level of abstraction. Thus, applying concepts, such as actor engagement and engagement platforms, is essential to break down abstraction and enable accessibility for empirical research. Engagement platforms are virtual and physical touchpoints. They are provided by focal actors to enable and facilitate actors’ interactions and are embedded in service ecosystems.
Although the concepts of actor engagement and engagement platforms have been introduced into the service management and marketing literature, there remain several calls for further research. Therefore, this doctoral thesis aims to advance the understanding of how actors and engagement platforms are interconnected within service ecosystems and how actors’ resource exchange is facilitated by engagement platforms. Thus, the following research question is addressed: How does actor engagement in terms of exchanging resources on engagement platforms contribute to value co-creation in service ecosystems?
This doctoral thesis uses empirical insights to extend the theoretical conceptualisations of actor engagement at different levels of analysis. Hence, the analyses were conducted at organisational and dyadic levels (intra- and micro-levels) as well as in triadic relationships and networks (meso- and macro-levels) to allow for a multi-perspective consideration of the research question. As the research context, sport sponsorship and sport management in a broader sense were selected as specific parts of the service industry.

Further data

Item Type: Doctoral thesis
Keywords: value co-creation; engagement platforms; service ecosystems; marketing; service research; sponsorship; sport management
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration VIII - Marketing and Services Management > Chair Business Administration VIII - Marketing and Services Management - Univ.-Prof. Dr. Herbert Woratschek
Graduate Schools > University of Bayreuth Graduate School
Faculties
Faculties > Faculty of Law, Business and Economics
Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration VIII - Marketing and Services Management
Graduate Schools
Result of work at the UBT: Yes
DDC Subjects: 300 Social sciences > 330 Economics
Date Deposited: 21 May 2022 21:00
Last Modified: 23 May 2022 05:34
URI: https://eref.uni-bayreuth.de/id/eprint/69686