Customer engagement and value co-destruction have both established their place in marketing literature; however, research is still needed to fully understand them both (Kunz et al., 2017; Prior & Marcos-Cuevas, 2016).
Firstly, further research should focus on the negative outcomes of customer engagement, which is still a relatively fuzzy and underdeveloped topic. Bowden et al. (2016) proposed the concept of negative customer engagement, Juric et al. (2016), another concept called negative customer brand engagement, and van Doorn et al. (2010) discussed negatively valenced customer engagement. The latter refers to behaviour which can be accidental or less deliberate, whereas the other two refer to a customer’s deliberate actions against a firm or its brand by negative WOM or revenge-seeking behaviour (Bowden et al., 2016;
Juric et al., 2016). The difference is that one scholar speaks for actions against the firm whilst the other speaks about actions against the firm’s brand. Thus, the difference between customer engagement and brand engagement remains somewhat unclear. Future research should focus on identifying the specific negative outcomes of customer engagement and how they can be mitigated.
Secondly, to continue on the previous point, customer engagement as a concept is still under development. The different streams of engagement, namely customer engagement, brand engagement, social media engagement, and brand engagement in social media, pose the following question: what actually is engagement? Much more investigation is needed in order to understand customer engagement as a higher-level concept and brand and social media engagement as sub-concepts of customer engagement. Future research should focus on building a conceptual consensus and defining what aspects, actions, and behaviours form the concept of customer engagement. With this approach, the scholarly community could continue the work on engagement, and fully establish it as one of the cornerstones of marketing research.
Thirdly, this thesis did not sort customers into different groups, and this poses an interesting avenue for future research. For example, in hotel services, different customer groups, such as business and leisure travellers, have different needs, and therefore, the groups value different things. Business travellers might value more a quiet room and an early breakfast, and leisure travellers, time to explore what the hotel has to offer. Future studies should conduct experimentations with different loyalty programme options to accommodate the needs of different customer groups. For example, the experiments could involve different scenarios where business travellers are offered a quiet room, early breakfast, and free Wi-Fi, whereas leisure travellers could be offered brunch-type of breakfast and late check-out. With this approach, the subjective engagement preferences could be explored.
Fourthly, this thesis investigated customer engagement across three relationship types:
B2C, B2B, and B2G. B2B and B2G engagement is a novel stream and has received little attention in the research community. Scholars have argued that engagement in B2B setting might have more impact as opposed to B2C customer engagement owing to the more collaborative nature of B2B relationships. Thus, future research should continue the investigation of engagement in B2B and B2G relationships, in order to gain in-depth understanding of the phenomenon.
Fifthly, previous marketing research was focused on value co-creation, and this approach was challenged by value co-destruction. The newest addition is value no-creation (Makkonen & Olkkonen, 2017). This offers an intriguing avenue for research because in real life, things rarely are either or. The nexus of value creation, no-creation, and co-destruction should be investigated further. This could offer interesting insights into the dynamic nature of relationships and value; in a long relationship, parties can experience value co-creation, no-creation, and co-destruction in a fluctuating manner. Additionally, value co-creation and co-destruction are subjective experiences, since one actor can experience co-creation whilst the other, co-destruction. This also provides an interesting avenue for future works, i.e. to identify the specific situations where this ambivalent experience of value presents itself.
Finally, the concept of value co-destruction should be addressed in future studies. The concept remains perplexing to the academic community, especially what the concept actually entails. In this thesis, it was argued that value co-destruction should entail the antecedents, the temporality of these antecedents, the failed interaction process, and the outcomes. Further research should investigate how parties can experience value co-destruction. The work of Prior and Marcos-Cuevas (2016) offers important insights into the actor’s perceptions of value co-destruction; however, more research on this topic is needed in order to fully understand the causes and consequences of value co-destruction.
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