The influence of product innovation on customer engagement through customer experience and customer value of OVO users

This study aims to find out the influence of product innovation on customer engagement through customer experience and customer value. It employs a quantitative research method by distributing online questionnaires on social media. In total, 210 respondents participated through purposive sampling technique. The findings show that: 1) product innovation has a significant effect on customer value, customer experience, and customer engagement; 2) customer value has a significant effect on customer engagement, and 3) customer experience has no significant effect on customer engagement. This chapter aims to find out the influence of product innovation on customer engagement through customer experience and customer value. It employs a quantitative research method by distributing online questionnaires on social media. The chapter shows that product innovation has a significant effect on customer value, customer experience, and customer engagement; customer value has a significant effect on customer engagement; and customer experience has no significant effect on customer engagement. Edvardsson and Witell argue that the consumer participation in an innovation process can produce its own value for consumers, which is resulted from the knowledge and expertise of a consumer.