Deriving reciprocal value in a subscription economy: a customer engagement theory perspective

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Allan, S. ORCID: 0000-0002-7169-0761, Poorrezaei, M. ORCID: 0000-0002-0725-3209, Woodall, T. ORCID: 0000-0002-8949-5577 and Homapour, E. ORCID: 0000-0001-9756-2744, 2022. Deriving reciprocal value in a subscription economy: a customer engagement theory perspective. In: British Academy of Management 2022 Conference. British Academy of Management. ISBN 9780995641358 (Forthcoming)

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Abstract

The theory of Customer Engagement (CE) has been heavily researched and written about over many years, but to date nobody has specifically studied how the theory of CE applies within the Subscription Economy (SE). The SE is growing rapidly, and significantly faster than many other forms of commerce, and some regulators and consumer watchdogs have now highlighted concerns around certain practices by various firms operating in the SE, relating to “negative options” and customers feeling “trapped” by their subscriptions.
This research evaluates the reciprocal value that customers and firms have in the SE from a CE perspective. Our contribution is twofold, first this research identifies how value is perceived in the SE by developing a Customer Engagement-based framework. Second, this research provides guidance on how firms operating in the SE should address some of the current challenges emerging in this new form of market.

Item Type:

Chapter in book

Description:

Paper presented at British Academy of Management 2022 Conference, Manchester, 31 August-2 September 2022.

Creators:

Allan, S., Poorrezaei, M., Woodall, T. and Homapour, E.

Publisher:

British Academy of Management

Date:

10 May 2022

ISBN:

9780995641358