Customer Engagement in Service Innovation


Theoretical and Empirical Advancements, Special issue Journal of Services Marketing; Deadline 31 Jan 2017

Customer Engagement in Service Innovation: Theoretical and Empirical Advancements
Special issue call for papers from Journal of Services Marketing
Deadline for full paper submission: 31 January 2017

Literature addressing customer/consumer engagement has emerged rapidly in recent years. Insights attained include the development of CE conceptualizations (Brodie et al., 2011; Jaakkola and Alexander, 2014; Van Doorn et al., 2010), measurement instruments (Calder et al., 2009; Sprott et al., 2009; Hollebeek et al., 2014), and the development of heightened understanding regarding the role of CE within broader nomological networks of focal conceptual relationships (Leckie et al., 2016) and contexts (Kumar and Pansari, 2015; Brodie et al., 2013).

In parallel with these developments, a considerable body of literature on service innovation (SI) has developed, which encompasses service innovation conceptualizations and theoretical development (Ordanini and Parasuraman, 2011), research addressing the key hallmarks of service (versus tangible product) innovation (Nijssen et al., 2006), and specific proposed service innovation-based concepts and applications, including service blueprinting (Bitner et al., 2008). Key service innovation antecedents (e.g. user involvement; Magnusson et al., 2003), and consequences (e.g. market creation through service innovation; Berry et al., 2006) have also been set forth in the literature.

Despite these advancements, insight into the integrative customer engagement/service innovation interface remain sparse in the literature to-date, thus generating significant remaining research issues and challenges. To illustrate, which service innovation characteristics, forms or dynamics may be optimally conducive to driving customer engagement, and what impact may this exert on focal organizational performance outcomes, including sales, profitability and shareholder value? How may customer engagement be used and leveraged to generate improved user service innovation acceptance? Based on the observed literature gap, the current Special Issue provides a platform for conceptual, qualitative, quantitative and pluralistic research addressing the engagement/service innovation interface, and key ensuing academic and managerial insight emanating from focal analyses.


Submissions can be conceptual or empirical (qualitative, quantitative) in nature, approached from marketing and business management perspectives. The main criterion is that submissions make an original contribution to customer engagement and service innovation research. Suggested special Issue topics include (but are not limited to):

  • Which are the key antecedents and consequences of customer engagement and service innovation within broader nomological networks?
  • Which types of service innovation generate optimal customer engagement within particular contextual conditions?
  • In which ways may service innovation serve to leverage key benefits associated with customer engagement (including enhanced interactivity and loyalty), in the attainment of enhanced organizational performance outcomes?
  • How do customer engagement and service innovation serve to (co-)create value with key stakeholders within broader service systems? Under which conditions may customer engagement/service innovation-induced value (co-)destruction occur?
  • Which service-based theoretical perspective(s) is/are important for the development of insight into the customer engagement/service innovation interface, and what are the key managerial and scholarly implications arising from these analyses?
  • How may customer engagement be deployed and leveraged to generate improved user service innovation acceptance, or reduce user resistance to service innovation?
  • Which actions can managers take to concurrently optimize customer engagement/service innovation outcomes?
  • In specific contexts, what is/are the effects of adopting radical and/or incremental service innovation on customer engagement, and ensuing consequences?
  • Is service innovation always conducive to fostering customer engagement? Under which particular conditions may customer engagement be either inappropriate or unnecessary for service innovation success?
  • In which ways may positively (versus negatively) valenced customer engagement impact upon service innovation and ensuing organizational outcomes?
  • Across service sectors, which types of service systems or engagement platforms best serve the attainment of focal organizational service innovation performance indicators?


All manuscripts submitted must not have been published, accepted for publication, or be currently under consideration elsewhere.

Manuscripts should be prepared in accordance with the author guidelines available on the journal home page:

All submissions should be made via the ScholarOne online submission system and should be made to the Special Issue identified on the submission site.

Please direct any further inquiries to the guest editors, listed below.

Guest Editor contact details

Linda Hollebeek, Ph.D
Senior Lecturer, Graduate School of Management, University of Auckland
Associate Professor, NHH Norwegian School of Economics

Tor W. Andreassen, Ph.D
Professor, NHH Norwegian School of Economics
Managing Director, Center for Service Innovation at NHH Norwegian School of Economics


Berry, L.L., Venkatesh, S., Turner Parish, J., Cadwallader, S. & Dotzel, T. (2006), Creating New Markets through Service Innovation, MIT Sloan Management Review, 56-63.

Bitner, M.J., Ostrom, A & Morgan, F.N. (2008), Service Blueprinting: A Practical Technique for Service Innovation, California Management Review, 50 (3), 66-94.

Brodie, R.J., Hollebeek, L.D., Ilic, A. & Juric, B. (2011), Customer Engagement: Conceptual Domain, Fundamental Propositions & Implications for Research in Service Marketing, Journal of Service Research, 14(3), 252-271.

Brodie, R.J., Ilic, A., Juric, B. & Hollebeek, L. (2013), Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis, Journal of Business Research, 66(1), 105-114.

Calder, B.J., Malthouse, E.C. & Schaedel, U. (2009), An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness, Journal of Interactive Marketing, 23(4), 321-331.

Hollebeek, L.D., Glynn, M. & Brodie, R.J. (2014), Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation, Journal of Interactive Marketing, 28(2), 149-165.

Jaakkola, E. & Alexander, M. (2014), The Role of Customer Engagement Behavior in Value Co-Creation: A Service System Perspective, Journal of Service Research, 17(3), 247-261.

Kumar, V. & Pansari, A. (2015). Competitive advantage through engagement. Journal of Marketing Research. DOI:

Leckie, C., Nyadzayo, M.W. & Johnson, L. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, Forthcoming.

Magnusson, P.R., Matthing, J. and Kristensson, P. (2003), Managing User Involvement in Service Innovation: Experiments with Innovating End Users, Journal of Service Research, 6 (2), 111-124.

Nijssen, E.J., Hillebrand,B., Vermeulen, P.A.M. and Kemp, R.G.M. (2006), Exploring Product and Service Similarities and Differences, International Journal of Research in Marketing, 23 (3), 241-251.

Ordanini, A. and Parasuraman, A. (2011), Service Innovation Viewed Through a Service-Dominant Logic Lens: A Conceptual Framework and Empirical Analysis, Journal of Service Research, 14 (1), 3-23.

Sprott, D., Czellar, S. & Spangenberg, E. (2009), The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale, Journal of Marketing Research, 46(1), 92-104.

Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. & Verhoef, P. C. (2010), Customer Engagement Behavior: Theoretical Foundations and Research Directions, Journal of Service Research, 13(3), 253-266.

Andreassen, T.W., Kristensson, P., Lervik-Olsen, L., Parasuraman, A., McColl-Kennedy, J., Edvardsson, B. and Colurcio, M. (2016), Linking Service Design to Value Creation and Service Innovation, Journal of Service Management. Forthcoming.

Keiningham, T., B. Cooil, T. W. Andreassen and L. Akzoy (2007), A Longitudinal Examination of ‘Net Promoter’ on Firm Revenue Growth, Journal of Marketing, 71(3), 39-51.

Keiningham, T.L., Cooil, B., Aksoy, L., Andreassen, T.W. and Weiner, J. (2007), The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Customer Retention, Recommendation, and Share-of-Wallet, Managing Service Quality, 17(4), 361-384 (Outstanding Paper Award).

Lanseng, E.J. and Andreassen, T.W. (2007), Electronic Healthcare? A Study of Peoples Readiness and Attitude toward Performing Self-Diagnosis, International Journal of Service Industry Management, 18(4), 394-417 (Highly Commended Paper Award).

Streukens, S. and Andreassen, T.W. (2013), Frontline Employees’ Personality Traits: Customer Preferences and the Homophily Effect, Psychology and Marketing, 30(12), 1043-1