Customer Activity: A Research Agenda

Karl-Jacob Mickelsson, Michaela Lipkin

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review


This chapter presents a research agenda for customer activity-focused service research. Customer activities are characterized as discrete units of behavior, which customers carry out to facilitate the emergence of value in their own lives or businesses. In this context, service can be viewed as an enabling element, which customers engage in to make their own activities possible. This activity perspective on service use opens up several new and interesting research areas, such as the analysis of customer activity networks, the role of services in such networks, and the development of the customer’s activities around service use. The chapter ends with a discussion on the use of conventional and more innovative methodologies to empirically examine these topics.
Original languageEnglish
Title of host publication The Nordic School : Service Marketing and Management for the Future
EditorsJohanna Gummerus, Catharina von Koskull
Number of pages15
Place of PublicationHelsinki
PublisherHanken School of Economics
Publication date2015
ISBN (Electronic)978-952-232-284-5 (PDF)
Publication statusPublished - 2015
MoE publication typeA3 Book chapter


  • 512 Business and Management
  • Customers and Relations


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