Customer-Engagement, Value Creation, & Delivery Leads to Resilient Marketing: A Sentiment Analysis

Abstract

Effective customer engagement (CE) is key for long-term marketing success but lacks study on value-creation and value-delivery, especially for financial products. This research aims to explore how CE enhances value-creation and value-delivery, strengthening marketing processes for financial products linked to 'adding value'. The study follows an explorative research design, reviewing literature on CE, value delivery, value creation, resilience marketing, and related studies to define its objectives. Using qualitative methodology, the study analyses qualitative data from customer reviews on mouthshut.com with sentiment analysis including word-cloud, sentiment scores, and sentiment graph in R-Studio software. Results show that CE positively impacts value-creation and value-delivery, enhancing marketing resilience for financial product marketers. The main contribution/novelty of this study is that it uses the aforementioned methodology to derive critical insights, which contribute to the strategic connection between CE, value creation, and value delivery to build the resilient marketing for the industrial implications and for the future research avenues. These outcomes can also help marketers to make strategies to gain competitive advantage on the grounds of value-creation & value delivery in the ever-changing business environment. What's missing from this study is the professional commentary and practical empirical evidence that can make the findings more actionable