Customer value‐chain involvement for co‐creating customer delight

Customer value‐chain involvement for co‐creating customer delight Traditional marketing strategies assume that customers involve (e.g. search, assess, purchase, use) with products or services mostly at the end of their value chain as finished market offerings. This article challenges managers to invite target customers to be involved at all stages of the value chain. The specific purpose of our new customer‐value‐chain involvement (CVCI) model is to enhance customer relationship management in conjunction with supply chain management, employee relationship management) and retailer partners’ relationship management. There are definite advantages to CVCI as it can provide continuous customer feedback and enable more objective quality assessment and judgment, but most importantly, it can elevate customer satisfaction to customer delight that spawns lifetime loyalty and positive referrals. The importance and managerial implications of CVCI are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Customer value‐chain involvement for co‐creating customer delight

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760410568707
Publisher site
See Article on Publisher Site

Abstract

Traditional marketing strategies assume that customers involve (e.g. search, assess, purchase, use) with products or services mostly at the end of their value chain as finished market offerings. This article challenges managers to invite target customers to be involved at all stages of the value chain. The specific purpose of our new customer‐value‐chain involvement (CVCI) model is to enhance customer relationship management in conjunction with supply chain management, employee relationship management) and retailer partners’ relationship management. There are definite advantages to CVCI as it can provide continuous customer feedback and enable more objective quality assessment and judgment, but most importantly, it can elevate customer satisfaction to customer delight that spawns lifetime loyalty and positive referrals. The importance and managerial implications of CVCI are discussed.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Dec 1, 2004

Keywords: Consumer behaviours; Value chain; Customer satisfaction

References

  • Managing and measuring relational equity in the network economy
    Sawhney, M.; Zabin, J.

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