Engaging in rural spaces: a conceptual exploration of customer relationships in rural and in-the-rural entrepreneurship

Shitile, Tersoo, Syrrakos, Dimitrios and Emediegwu, Lotanna ORCID: https://orcid.org/0000-0001-7844-0397 (2025) Engaging in rural spaces: a conceptual exploration of customer relationships in rural and in-the-rural entrepreneurship. Journal of Rural Studies, 116. 103626. ISSN 0743-0167

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Abstract

The paper explores the relationship between relational entrepreneurial ecosystems and customer engagement in rural and in-the-rural entrepreneurship. This study recognises rural entrepreneurship as a catalyst for innovation and resilience, analysing the role of customer engagement in promoting innovation and business viability. The study integrates Korsgaard et al.'s rural entrepreneurship model, ecosystem theory, and Service-Dominant Logic (S-D Logic) to offer a fresh perspective on growth trajectories. It highlights the significance of the depth and quality of entrepreneur-customer relationships. It posits that consumer engagement minimises the constraint of rural entrepreneurship, promoting sustained innovation and socio-economic gains. Policymakers should consider augmenting consumer engagement activities via national (e.g., UK's Rural England Prosperity Fund) and regional (e.g., Scotland's Rural Entrepreneurial Support Strategy) policies, supporting digital infrastructure and business development programmes. Entrepreneurship support providers and rural entrepreneurs should prioritise customer engagement strategies to improve the effectiveness of rural entrepreneurial ecosystems, especially in resource-constrained settings.