A Customer Ecosystem Perspective on Service

Päivi Voima, Kristina Heinonen, Tore Strandvik, Karl-Jacob Mickelsson, Leena Johanna Arantola-Hattab

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


This paper conceptualises customer ecosystems, which are defined as systems of actors related to the customer that are relevant concerning a specific service. Moving from provider-driven dyads and service systems to customer ecosystems, the paper uncovers multiple implications for service marketers regarding the definition of the customer, configurations of value units, scope of value formation, as well as relevant actor systems. The paper extends the perspective on service and suggests implications for research and practice.
Original languageEnglish
Title of host publicationQUIS 12: Advances in Service Quality, Innovation and Excellence
EditorsBo van der Rhee, Liana Victorino
Number of pages10
PublisherCHR - Center for Hospitality Research
Publication date2011
ISBN (Print)978-0-578-08457-2
Publication statusPublished - 2011
MoE publication typeA4 Article in conference proceedings
Event2011 International Research Symposium on Service Excellence in Management (QUIS) - Ithaca, NY, Ithaca, United States
Duration: 02.06.201105.06.2011
Conference number: 12


  • 512 Business and Management


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