Dimitra Chasanidou and Amela Karahasanović
Amela Karahasanović, Linda D. Hollebeek, Dimitra Chasanidou and Calin Gurau
The importance of customer engagement’s (CE) temporal dimension has been acknowledged by both academics and practitioners. CE’s temporal dimension examines the concept’s evolution or lifecycle, which can vary across contexts (e.g. firms, brands). However, despite the growing recognition of CE’s temporality, the effect of its temporal evolution on the service innovation process remains nebulous. In response to this gap, this chapter proposes a service-dominant (S-D) logic-informed model for integrating CE’s temporal evolution in the service innovation process. We commence reviewing key literature in these areas, followed by the development of the framework. Our analyses are supplemented by relevant examples to illustrate the framework’s component concepts and theoretical linkages. Based on our analyses, we identify key gaps that merit further research and deduce important areas of strategic insight for managers. In particular, we suggest the importance of investigating how to optimize SI with respect to CE's temporal dimension. Further, we propose further research into the ways in which protocol transparency and visibility can be improved through customers' canonical and participant trajectories, which map users’ ex ante and actual SI-related perceptions.