Customers and Customer Relationships in Service Firms: The Perspective of the Resource-Based View1  

Oleh:

Gouthier, Matthias ; Schmid, Stephan

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Marketing Theory vol. 3 no. 1 (Mar. 2003), page 119–143.
Topik: competitive advantage; customers; customer relationship management; resource-based view; service management; strategic management
Fulltext: 119MT31.pdf (166.02KB)

Isi artikel

In many publications on service management and marketing, the customer is said to be an important resource of the service firm. This is not surprising, since a basic characteristic of services is the participation of the customer in the production process. However, up to now, there has been no theoretical discussion as to whether and why customers – as well as relationships with customers – are really important resources of the service firm. The present paper draws on the resource-based view within strategic management. It explores the potential of the resource-based view for analyzing customer roles and customer relationships within service firms, and it discusses managerial implications for customer relationship management.

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