How Customers Involve Service Providers

Tore Strandvik, Kristina Heinonen, Karl-Jacob Mickelsson

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


The emancipation of customers has raised an interest into how service
providers can involve customers in their processes. In contrast, we
argue that the key challenge for companies will become how they can
get involved in customers’ processes and that represents an unexplored
area open for academic research. Our paper is conceptual with empirical
illustrations and builds on a Customer Dominant business Logic approach.
It presents a model of how the customer’s logic is grounded in customers’
rather stable interest structure and perception of service providers and
how this forms different styles of using service and interacting with service
Original languageEnglish
Title of host publicationQUIS 13: Service Excellence in Management : Proceedings of the QUIS13 International Research Symposium on Service Excellence in Management, June 10-13 2013, Karlstad Sweden
EditorsErik Wästlund, Bo Edvardsson, Anders Gustafsson, Mary Jo Bitner, Rohit Verma
Number of pages8
PublisherCTF - Service Research Center, Karlstad University
Publication date2013
ISBN (Electronic)978-91-7063-506-9
Publication statusPublished - 2013
MoE publication typeA4 Article in conference proceedings
Event2013 International Research Symposium on Service Excellence in Management (QUIS) - Karlstad, Karlstad, Sweden
Duration: 10.06.201313.06.2013
Conference number: 13


  • 512 Business and Management
  • Equis Base Room


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