Services marketing has long recognized the important role played by the consumer within the service encounter as an active participant and collaborator (Schneider & Bowen, 1995). In today’s rapidly developing markets the boundaries between the firm and consumer are increasingly blurred and closer, in-depth interactions make consumers an important resource of the firm (Chan et al., 2010; Ritzer & Jurgenson, 2010). This evolving perspective on the exchange process and consumer role therein, is generally understood as cocreation, whose importance is underpinned by its status as a research priority for the Science of Service (Ostrom et al., 2010; 2015) and the Marketing Science Institute (MSI).
|Number of pages||8|
|Publication status||Published - 2016|
|Event||AMA Servsig 2016 - Maastricht University, Maastricht, Netherlands|
Duration: 17 Jun 2016 → 19 Jun 2016
|Conference||AMA Servsig 2016|
|Period||17/06/16 → 19/06/16|