Customer Participation and Its Implications for Managing Demand and Supply

Our discussion of the challenges of designing and delivering an excellent customer experience has emphasized that customers are present during the service experience and that their participation can have favorable or unfavorable effects on the customer experience. This observation is connected to a key tenet of a service-centered view, namely that that customers and organizations cocreate experiences. Although customers have always participated in service, rapid advances in technology and media have offered new ways for organizations to cocreate, engage, and build relationships with customers.

Customer participation is evident in both consumer and business markets. ...

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