Zooming out: actor engagement beyond the dyadic

Matthew Alexander · Elina Jaakkola · Linda D. Hollebeek

259 citations0/0 files storedJournal of service management

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Service and Product Innovation Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Purpose The purpose of this paper is to broaden extant understanding of actor engagement behavior beyond its currently dominant dyadic (micro-level) focus, by examining it from multiple levels of aggregation within a service ecosystem framework. Design/methodology/approach This conceptual paper draws on service-dominant logic and structuration theory as theoretical lenses to inform engagement research. Findings By means of a stepwise exercise of “zooming out,” the paper introduces a multi-perspective (micro-, meso-, macro- and meta-level) view of actor engagement that develops understanding of multiple engagement contexts, and suggests that balancing multiple roles may result in actor disengagement behavior. The role of reference groups and role conflict associated with balancing multiple roles is critical to understanding why engaged actor proclivities may wax and wane between contexts. Research limitations/implications The paper offers a set of five propositions that can be utilized by engagement scholars undertaking further research in this area. Practical implications Firms need to understand the values and norms embedded in diverse engagement contexts which can affect actor groups’ needs and motivations. Firms should develop appropriate organizational mechanisms to facilitate (rather than impede or obstruct) the desired behaviors of engaged actors. Originality/value The broader context within which engaged actors operate, and its effects on engagement, has been largely overlooked to date. By broadening the analytical perspective on engagement beyond the dyadic this paper reveals previously unaddressed aspects of this phenomenon, such as the role of disengagement behavior, and the effects of multiple engagement contexts on actors’ future behaviors.

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References

1984The Constitution of Society. Outline of the Theory of Structuration 2003Evolving to a New Dominant Logic for Marketing 2007Service-dominant logic: continuing the evolution 2015Institutions and axioms: an extension and update of service-dominant logic 2011Customer Engagement 2010Customer Engagement Behavior: Theoretical Foundations and Research Directions 1988Interest and Agency in Institutional Theory 2006Institutions and Institutional Work

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