Kundenintegration bei Finanzdienstleistungen

In order to create tailor-made services, customers need to participate in the service production process (customer integration). The management of customer integration is neglected, although it has strong influence on the efficiency and effectiveness of the services delivery. This paper focuses on customer integration in the context of financial services and analyses its implications on service success. In addition it provides a first approach to conceptualize and operationalize this theoretical construct.