Purpose This conceptual paper aims at developing a customer-centric marketing
communications approach that takes the starting point in the customer ecosystem …

Service flexibility: conceptualizing value creation in service | Emerald Insight Books and
journals Case studies Expert Briefings Open Access Publish with us Advanced search Service …

Purpose The paper aims to introduce the idea that consumers have relationships with their
own recurring activities. Instead of the usual notion of investigating the relationships …

Customer activity has received more attention due to the increase of social network
applications. Moreover, customer activity could be an answer to the research debate about …

Mar eters are increasingly adopting rituals as a powerful technique to spur product
engagement and enhance customer value creation. From a customer perspective, rituals …

Promocijas darbā pētīta integrētā mārketinga komunikācija ilgtspējīgas attīstības kontekstā-
tās loma un nozīme, ietekme uz pieprasījumu, pircēju rīcību tirgū, pircēju pirkšanas …

Studying welfare services from the customer's point of view is a timely topic. Especially when
the role of the customer is changing from a passive receiver into an active agent (eg Tuorila …

Studying welfare services from the customer's point of view is a timely topic. Especially when
the role of the customer is changing from a passive receiver into an active agent (eg Tuorila …

This thesis is about service provider flexibility and how provider flexibility facilitates customer
value creation in contexts where customer processes and activities change. Provider …

Purpose This paper studies the function of customer ecosystems in service by viewing them
through the concept of rituals. Rituals are extraordinary, highly involving experiences of …