Chapter 10: Customer centricity and customer co-creation in services: the double-edged effects
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Customer centricity considers customers’ inputs as the starting point for designing and implementing all marketing strategies in order to gain their satisfaction and loyalty. Engaging customers in service co-creation is a critical path to being customer-centric; it not only helps companies deliver services that meet customers’ needs but also increases customer engagement for sustainable competitive advantage. However, challenges and failures of companies’ co-creation efforts have been reported, suggesting that not all companies or customers are ready to embrace co-creation or handle the complexities of its processes. This chapter explores the path to building customer centricity through engaging customer participation in co-creation of services with an emphasis on recognizing its double-edged effects. It proposes a conceptual framework pertaining to the conceptualization and typologies of customer participation in services, its value co-creation process, boundary conditions, and downstream outcomes and concludes with directions for further research on building balanced centricity through customer co-creation.

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