The Relationship Between White Ocean Strategy, Customer Value, and Customer Engagement Title : The Relationship Between White Ocean Strategy, Customer Value, and Customer Engagement Authors : 1. Sri Hartini2. Masmira Kurniawati3. Jovi Sulistiawan Department : Management Journal Name : Organizations and Markets in Emerging Economies Kinds of Journal : Q4 Keywords : White Ocean Strategy (WOS), Customer Engagement (CE), functional value, emotional value, green value, social value. ABSTRACT White Ocean Strategy (WOS) has a positive impact on the company. However, many companies have not implemented this strategy. ere is a research gapbetween customer value and customer engagement (CE). is research explains that customer value is an antecedent of CE. However, some studies discuss that customer value is a consequence of CE. is study aims to explain the relationship of WOS, customer value, and CE. is research is quantitative explanatory research and used accidental sampling to obtain the samples. e survey was conducted online with Google Forms distributed on social media and obtained 220 respondents who are users of the Surabaya bus services. e hypotheses were tested using the SEM-PLS. Seven hypotheses were accepted, while other two were rejected. It was found that WOS increases CE, customer green value, functional value, and emotional value. Nevertheless, it does not significantly affect customer social value. e customers’ green, functional, and emotional values impact CE, while social customer values do not affect CE. e contribution of this study is to clarify the research gap of the relationship between customer value and CE. is study supports previous research that discusses customer value as an antecedent variable for CE. For details : https://www.redalyc.org/journal/6923/692372942005/