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From recipient to contributor: examining customer roles and experienced outcomes

From recipient to contributor: examining customer roles and experienced outcomes In recent years, both management and marketing fields have emphasized the importance of a customer orientation. In this project, a different set of lenses is adopted to examine customer orientation from the customer’s point of view. Customers can enact four specific roles that enable them to create a partnership with human services firms. Customers can be important resources for the firm. They can actively participate in the firm’s activities as co‐producers of the service. As buyers, customers can develop a relationship with a service organization, and as recipients they register evaluations of their encounter. Analysis of an extensive survey of customer perceptions and investments in a firm’s activities provided an outside‐in look at customer orientation. The results present clear evidence that customers can influence the outcomes they experience. Avenues for future research and practical opportunities for managers to capitalize on their relationships with customers are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

From recipient to contributor: examining customer roles and experienced outcomes

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560010311902
Publisher site
See Article on Publisher Site

Abstract

In recent years, both management and marketing fields have emphasized the importance of a customer orientation. In this project, a different set of lenses is adopted to examine customer orientation from the customer’s point of view. Customers can enact four specific roles that enable them to create a partnership with human services firms. Customers can be important resources for the firm. They can actively participate in the firm’s activities as co‐producers of the service. As buyers, customers can develop a relationship with a service organization, and as recipients they register evaluations of their encounter. Analysis of an extensive survey of customer perceptions and investments in a firm’s activities provided an outside‐in look at customer orientation. The results present clear evidence that customers can influence the outcomes they experience. Avenues for future research and practical opportunities for managers to capitalize on their relationships with customers are discussed.

Journal

European Journal of Marketing – Emerald Publishing

Published: Apr 1, 2000

Keywords: Customer orientation; Services marketing; Consumer behaviour; Interaction

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