Concepts of Customer Activism

  • Katarzyna Żyminkowska


The concept of customer engagement refers to the customer activism in value formation, which is not a new notion in the marketing and management literature. Theories of customer activism constitute particular anchors for systemizing the knowledge on customer engagement. Drawing on the contributions of two influential metatheories, such as value co-creation and network management, and related concepts (including service-dominant logic, customer participation, prosumption, customer integration, or user and open innovation) Żyminkowska recommends realistic view on CE phenomenon and suggests the adequate terminology to describe the role of CE in firm-level value creation. The recommended term of ‘value co-formation’ encompasses both positive CE consequences for firm (i.e. value co-creation with active customer) and potential negative outcomes or risks (i.e. value co-destruction by active customer).


Customer engagement theoretical foundations Customer activism Realistic view on customer engagement Customer engagement in interactive value co-formation 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Katarzyna Żyminkowska
    • 1
  1. 1.University of Bielsko-BialaBielsko-BialaPoland

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