Abstract
The management of customer roles is a topic which attracts considerable discussion (Zeithamel & Bitner, 1996; Baron & Harris, 1995). Some professional and other complex services rely heavily on customer input in the service delivery process (eg. builders, architects, interior decorators, doctors). It could be argued that customer inputs could be optimised by effective management of customer roles.
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© 2015 Academy of Marketing Science
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Westwood, J., Joseph, M. (2015). Managing Customer Roles in Service Organisations: An Australian Perspective. In: Ford, J., Honeycutt, Jr., E. (eds) Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13084-2_137
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DOI: https://doi.org/10.1007/978-3-319-13084-2_137
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-13084-2
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