In the last decade, customer engagement has become a key concept in service research. While the customer engagement
literature has gained significant traction and is maturing, studies have predominantly focused on hedonic consumption contexts,
such as social media platforms or brand communities. We argue that hedonic and utilitarian service services are fundamentally
different. Therefore, existing research knowledge on customer engagement does not necessarily hold in more utilitarian
contexts, such as healthcare or financial services, where greater customer engagement could increase societal and individual
well-being. By synthesizing insights from the customer engagement literature and the literature on hedonic versus utilitarian
consumption, we identify assumptions in customer engagement research that need revising. We extract five fundamental
features that differ between hedonic and utilitarian services (affectivity, motivational focus, perception of necessity, role of risk,
and relational focus). Based on these features, we derive propositions that describe the role of context for the drivers and
outcomes of customer engagement, as well as their interrelationships, and provide guidelines for future research to augment the
scope of customer engagement research. As its main contribution, this article problematizes the current premises of customer
engagement research and demonstrates that assumptions held about customer engagement are not necessarily generalizable
across contexts.