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...