Heinonen, Kristina; Strandvik, Tore; Mickelsson, … - In: Journal of Service Management 21 (2010) 4, pp. 531-548
Purpose – The paper seeks to introduce to a new perspective on the roles of customers and companies in creating value by outlining a customer‐based approach to service. The customer's logic is examined in‐depth as being the foundation of a customer‐dominant (CD) marketing and business...
