Purpose The paper seeks to introduce a new perspective on the roles of customers and companies in creating value by outlining customer‐based approach service. customer's logic is examined in‐depth as being foundation customer‐dominant (CD) marketing business logic. Design/methodology/approach authors argue that both goods‐ service‐dominant are provider‐dominant. Contrasting provider‐dominant with CD logic, examines creation service from perspectives value‐in‐use, own context, experience...

ABSTRACT Today, consumers are involved in a variety of activities, ranging from consuming content to participating discussions, sharing knowledge with other consumers, and contributing consumers' activities. With the enormous interest social media sites, such as YouTube, MySpace, Facebook, Wikipedia, assumed be actively marketing content. However, despite rich opportunities for contributing, recent academic research indicates that not necessarily active online has been believed. The aim this...

Purpose The purpose of this paper is to extend current discussions value creation and propose a customer dominant perspective. point origin in customer‐dominant marketing logic (C‐D logic) the customer, rather than service provider, interaction or system. focus shifted from company's processes involving customer's multi‐contextual formation, company. Design/methodology/approach Value formation contrasted earlier views on role conceptual analysis focusing five central aspects. Implications...

Purpose – The purpose of this paper is to craft a future research agenda advance smart service and practice. Smart services are delivered or via intelligent objects that feature awareness connectivity. For researchers managers, one the most fascinating aspects provision connected object able sense its own condition surroundings thus allows for real-time data collection, continuous communication interactive feedback. Design/methodology/approach This article based on discussions in workshop...

Purpose – The purpose of this paper is to analyze the theoretical and practical implications adopting customer-dominant logic (CDL) service, focusing on how firms can become involved in customers’ context. Design/methodology/approach Inspired by conceptual discussion service service-dominant logic, focuses underpinnings CDL. CDL contrasted with other perspectives marketing; a marketing business perspective dominated customer-related aspects instead products, systems, costs or growth. It...

Purpose The empirical study draws on a crowdsourced database of 221 innovations associated with the COVID-19 pandemic. Design/methodology/approach Aside from health and humanitarian crisis, pandemic has caused an acute economic downturn in most sectors, forcing public private organizations to rethink reconfigure service provision. paper introduces concept imposed innovation as new strategic lens augment extant view primarily discretionary activity. Findings identified were assigned 11...

Purpose This paper aims to propose that the literature on customer engagement has emphasized benefits of firm and, a large extent, ignored customers’ perspective. By drawing upon co-creation and other literature, this attempts alleviate gap by proposing strategic framework aligns both perspectives in successfully creating generates value for bottom line. Design/methodology/approach A is proposed includes necessary resources, data, process, timeline goals engagement, captures motives,...

Purpose Understanding customers is critical for service researchers and practitioners. Today, are increasingly active online, valuable information about their opinions, experiences behaviors can be retrieved from a variety of online platforms. Online customer creates new opportunities to design personalized high-quality service. This paper aims review how netnography as method help practitioners better use such data. Design/methodology/approach A systematic analysis were conducted on 321...

Contributes to the development of a model Internet offerings, labelled NetOffer model, by analysing data from an Internet‐based case, cinema ticket sales on Internet. The objective is not test hypotheses about but develop understanding nature such offerings. study shows that although offerings in virtual marketspace can be characterised as services, only partly similar service offering physical marketplace, Grönroos Augmented Service Offering used starting point for analysis. In proposed...

Considering the empowered customer interacting with technology‐based self‐services, temporal and spatial access can be argued to influence service delivery. However, management models have not considered value of delivery at various locations time frames controlled by provider. Consequently, arguing that location are explicit dimensions, this paper investigates importance contrasts them traditional dimensions. A conceptual model perceived is proposed empirically investigated. By linking...

Purpose The current service landscape is increasingly dynamic, and consumers’ engagement in market-related behavior constantly changing. Developments technology further influence this continuous dynamism. Therefore, it important to understand the factors that may cause different valence, especially as only some consumers actively engage online platforms. purpose of paper characterize positively negatively consumer suggest theoretical managerial implications for determine engagement....

Purpose Customer-to-customer (C2C) interaction plays a significant role in service. The purpose of this paper is to identify the drivers that motivate customers interact with other customers, interactions through which affect and value outcomes C2C for participants. Design/methodology/approach based on systematic literature review interactions. authors analyzed 142 peer-reviewed articles synthesize existing knowledge about A generic framework used categorize earlier research reveal areas...

Purpose This study aims to characterize how ecosystem actors shape customer experience (CX). The also proposes implications for managers and research regarding the ecosystem, its actor constellations in context of CXs. Design/methodology/approach A qualitative is conducted among activity tracker users identify within their ecosystems Data include 28 in-depth interviews ten self-reported diaries. Findings delineates six categories shaping CX beyond service. number importance focal various...

Digital marketing media, e.g. internet and mobile phones, are considered powerful new opportunities to reach consumers but dependent upon consumer responsiveness the media. Consumer is a function of perceived relevance message acceptance medium message. Two empirical studies conducted in Finland showed that compared traditional Direct Mail (DM) commercial e-mail, was considerably lower. The findings indicate companies need consider consumers' order understand communication effectiveness different

Purpose – The purpose of this paper is to explore value formation in the customer-bank relationship outside line visibility service encounters. customer's own context has been overlooked by bank marketing literature as it traditionally focused on created process and outcome. Design/methodology/approach Positioned within customer dominant logic, a netnography was conducted how relationships are realised customers’ contexts experiences. A total 579 postings from discussions retail banking 18...

Purpose Service technologies are transforming the business landscape rapidly. This paper aims to explore current scope of research in regard emerging service by comparing content articles academic journals with practitioner-oriented publication outlets. Design/methodology/approach A total 5,118 technology-related from journals, conferences, and magazines analyzed. Text-mining on abstracts is used for thematic semantic analysis. Common themes their relationships depicted a two-dimensional...

Purpose The purpose of this paper is to develop and evaluate an approach managerially monitoring customer‐experienced value e‐services. need for study based on a lack models e‐service applying value‐in‐use the one hand, other hand increasing viable techniques diagnose customers' views value. Design/methodology/approach approach, customized but not limited e‐services, employs four principal dimensions (technical, functional, temporal spatial) anchored in service quality research capture has...

Purpose To develop a conceptual framework for temporal and spatial e‐service value. Design/methodology/approach In the empirical study, value of e‐services is qualitatively explored. Positioned within service research, conceptualisation customer perceived based on benefit sacrifice technical, functional, dimensions used. Findings The qualitative study identifies subdimensions addition to benefits such as access flexibility, these also involve aspects related sacrifice. indicate versatility...

Purpose – The purpose of this paper is to discuss how service, as an interdisciplinary area research, can increase its potential for transdisciplinary contributions from the perspective what signifies intra-, multi-, inter-, and research. Design/methodology/approach essay first discusses common perspectives on service concept before presenting a review emerging theoretical framework followed by discussion challenges opportunities research in making contributions. Findings provides...

Purpose This study aims to introduce and characterize a specific form of self-service technology (SST), customer devices (SSDs), as well propose apply classification scheme SSDs encourage future research on such SSTs. Design/methodology/approach The paper is based conceptual development exploratory qualitative insight from representatives companies offering various types SSDs. Findings introduces customer-possessed controlled smart service aiming solve problems the customer’s perspective,...