Customer's potential value: The role of learning

Article OPEN
Komulainen, Hanna; Mainela, Tuija; Tähtinen, Jaana;
  • Publisher: Freie Universität Berlin, Marketing-Department Berlin
  • Journal: jbm - Journal of Business Market Management, volume 6, issue 1, pages 1-21
  • Subject: service-dominant (S-D) logic | resource integration | value co-creation,interaction,resource integration,many-to-many networks,service-dominant (S-D) logic,Relationship marketing | value co-creation | interaction | Relationship marketing | many-to-many networks
    • ddc: ddc:650

Current views on value creation emphasize the role of the customer, mutual investments, and value co-creation. Nevertheless, at present the customer-focused research concentrates on value expectations and value experiences as outcomes but disregards the analysis of pote... View more
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