Customers and employees can co-create a resolution following a service failure through integrating their resources. Their activities and interactions during resource-integration shape the customers' service recovery experiences. Prior research overlooks resource integration between all involved...

Recognising the importance of value-creating systems in action is vital for understanding how value is co-created through resource integration and mutual service provision. Value-creating systems are inherently dynamic and grounded in on-going human action. This article adopts structuration and...

Although brands are acknowledged as significant assets in a firm's value creation and differentiation process, branding literature often describes opposing perspectives and contradictory demands. This article develops a framework of three strategic brand management archetypes that provide new...

Customer-support service in companies has existed for a long time. Today, customer support in companies is differently outlined in comparison to the situation one decade ago; still phone calls or messages over Internet are most common. Customers may phone the companies and ask questions, they...

Views on industrial service have conceptually progressed from the output of the provider’s production process to the result of an interaction process in which the customer also is involved. Although there are attempts to be customer-oriented, especially when the focus is on solutions, an...

Purpose –This paper explores and expands the roles of customers and companies in creating value by introducing a new a customer-based approach to service. The customer’s logic is examined as being the foundation of a customer-based marketing and business logic. Design/methodology/approach...

The literature on how customers make their service-provider choices largely distinguishes between private and business customers, and companies’ offerings have been separated accordingly. This study takes a closer look at the possible differences between these two customer categories. The...