Conceptualizing and operationalizing a firm performance centric customer engagement orientation

The objective of this thesis is to conceptualize and operationalize customer engagement orientation as a new strategic orientation for firms based on the customer engagement concept. This thesis uses the theoretical lens of resource orchestration perspective and service-dominant logic to conceptualize the construct. Further, this thesis uses dominant-logic perspective, social exchange theory, and engagement theory to explain how customer engagement orientation leads to a superior level of customer engagement, thus enhances firm performance. The thesis is divided into three studies. Study 1 offers a conceptual development of the customer engagement orientation by delineating its fundamental tenets and offering a working definition. Study 2 empirically explores the specific firm values underpinning customer engagement orientation and provides a conceptual framework. Finally, study 3 develops a multi-item measurement index for customer engagement orientation, empirically examines the effects of customer engagement orientation on customer engagement and firm performance and how different environmental conditions moderate these effects. This thesis contributes to customer engagement and strategic management literature. To my knowledge, this thesis is the first attempt to conceptualize and operationalize customer engagement orientation. The thesis concludes that a firm will benefit by adopting a customer engagement orientation, specifically in a highly turbulent business environment. Additionally, this thesis offers an in-depth understanding of the concept, which may help managers implement customer engagement orientation in their way of doing business.