Purpose: Services are evolving from generic to personalized, and the reverse use of customer data has been discussed in both academia and industry for the past few years. The aim of this study is to understand the potential changes in the business model when adopting a human-centered personal...

This study examines how the collective customer value experience forms within the buying centre in professional service business relationships. By relying on existing literature on buying centres and customer value creation, through a qualitative case study, we have empirically examined the...