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The Impact of Social Engagement on Customer Profitability - Insights from a Direct Banking Institution’s Online Customer Network

URN to cite this document:
urn:nbn:de:bvb:355-epub-360128
DOI to cite this document:
10.5283/epub.36012
Felgenhauer, Annette ; Klier, Julia ; Klier, Mathias ; Lindner, Georg
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Date of publication of this fulltext: 25 Jul 2017 07:36


Abstract

The digital transformation leads to an enormous change in the customer-firm relationship. Recently launched firm-sponsored online customer networks enable customers to actively interact with the company and other customers in form of social engagement activities like asking and answering questions or receiving feedback. Despite the increasing importance of online customer networks, existing ...

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