Customer participation in services: domain, scope, and boundaries
Beibei Dong,K. Sivakumar +1 more
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TLDR
The authors proposed a typology to classify customer participation into three categories (mandatory, replaceable, and voluntary) and demonstrate how this proposed typology improves the conceptual and empirical clarity of CP research.Abstract:
Extant service research considers several aspects of customer participation (CP) but lacks a clear and inclusive typology that delineates CP’s domain, scope, or boundaries. To address this gap, the authors build on a review of extant literature and propose a typology to classify CP into three categories—mandatory, replaceable, and voluntary. They demonstrate how this proposed typology improves the conceptual and empirical clarity of CP research. More specifically, the authors (1) suggest using “customer participation” to replace other terminologies such as coproduction and cocreation to reduce confusion; (2) conceptualize CP, customer engagement, and customer innovation as related but distinct concepts; (3) use the proposed typology to extend existing conceptualizations, integrate prior empirical research, and reconcile conflicting findings. Building on the enhanced conceptual clarity, managerial implications and future research directions are discussed.read more
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References
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Evolving to a New Dominant Logic for Marketing
Stephen L. Vargo,Robert F. Lusch +1 more
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Stephen L. Vargo,Robert F. Lusch +1 more
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Lead users: a source of novel product concepts
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Customer Engagement Conceptual Domain, Fundamental Propositions, and Implications for Research
TL;DR: The authors explored the theoretical foundations of customer engagement by drawing on relationship marketing theory and the service-dominant (S-D) logic, and developed a general definition of CE, and distinguish the concept from other relational concepts, including participation and involvement.
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