How Customers Involve Service Providers

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
providers.