Customer Value Creation Behavior

ISBN-13: 9781138021020 / Angielski / Twarda / 2014 / 176 str.

Youjae Yi

Opis

We all live in a service-based economy right now, and the role of customers has changed from passive buyers to active value creators. Customers are actively engaged in the value creation process, and customer value creation behaviour has become an essential phenomenon. For the competitive advantage of the firm, employees need to change from exclusive service providers to value facilitators. Firms must now change their paradigm from treating customers as mere buyers to engaging customers as value creators. This book sheds insight into the essentiality of understanding customer value creation behaviour for enhancing firm performance.

Spis treści

1. Introduction  2. Customer Value Creation Behavior in the Context of Theory  3. Conceptualization and Measurement of Customer Value Creation  4. Antecedents of Customer Value Creation Behavior  5. Consequences of Customer Value Creation Behavior  6. Dysfunctional Customer Behavior  7. Application of Customer Value Creation Behavior  8. Case Studies of Customer Value Creation Behavior  9. Implications for Researchers and Practitioners

O autorze

Youjae Yi is the KT Professor of Marketing at Seoul National University (Stanford PhD). He has served as the president of the Korean Marketing Association, Korean Society of Consumer Studies, and Service Marketing Association. He has also served as the editor of Korean Journal of Consumer Studies and Seoul Journal of Business, and as co-editor of Services Industries Journal. He has published over one hundred articles in journals including Journal of Marketing Research, Journal of Consumer Research, and Journal of Consumer Psychology.