Question 1

Conduct an academic search on the definition and development of customer engagement, in particular to the area of service-dominant logic of services marketing. Examine, critically analyze and consolidate different research on how customer engagement could affect retail service strategies.

Question 2

Based on the above review of customer engagement, choose a retail service provider which involves social media or metaverse as a marketing channel, critically analyze the services marketing strategies and evaluate the impacts of customer engagement on service quality in a light.