Graf, Valerie; Röglinger, Maximilian; Wenninger, Annette; … - In: Schmalenbach journal of business research : SBUR 74 (2022) 3, pp. 345-387
Thanks to digital technologies, information about customer needs and contexts is becoming accessible ever more easily and service providers are more closely connected to customers. This development enables services to act on behalf of customers and to proactively initiate the customer...