Chapter 1: Introduction to the Handbook on Customer Centricity
Robert W. Palmatier
,
Christine Moorman
, and
Ju-Yeon Lee
Category:
Handbook Chapter
Published:
30 Aug 2019
Page Range:
1–12
Collection:
Business 2019
DOI:
https://doi.org/10.4337/9781788113601.00006
Full access

This opening chapter provides a critical reflection on customer centricity and synthesizes academic and managerial research, to develop a comprehensive definition of customer centricity. By introducing each of the subsequent twelve chapters in this handbook, this chapter also starts to clarify how firms can achieve true customer centricity. In particular, the chapters point to three routes for establishing a customer-centric organization: organizational design, relational, and brand and technological. A set of future research opportunities related to customer centricity concludes this chapter.
Cover Handbook on Customer Centricity
Handbook on Customer Centricity
Edited by
Robert W. Palmatier
,
Christine Moorman
, and
Ju-Yeon Lee
Handbook
Published:
30 Aug 2019
Print ISBN:
9781788113595
eISBN:
9781788113601
DOI:
https://doi.org/10.4337/9781788113601
Pages:
c 368
Collection:
Business 2019
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