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EMAC 2022 Regional Conference

Customer Participation: The time is ripe for a theoretically broader understanding

Published: December 1, 2022


Richard BavlsĂ­k, Corvinus University of Budapest


Aim of this paper is to explore the customer participation (CP) phenomenon from distinct theoretical perspectives, using integrative literature review methodology. Conceptual frameworks and empirical research have been used from service, branding, social media, relationship marketing, management, retail and even marketing psychology literature. Categories such as subject, facilitator, potential aims, methods, motivations and influencing factors of CP were identified. Main conclusion of this study was that research on CP is still fragmented, and integrational attempts are not sufficient enough, while a more comprehensive framework could lead to deeper understanding of the phenomenon.