Customer First: Understanding Customers

John R. Bryson (), Jon Sundbo (), Lars Fuglsang () and Peter Daniels ()
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John R. Bryson: The University of Birmingham
Jon Sundbo: Roskilde University
Lars Fuglsang: Roskilde University
Peter Daniels: The University of Birmingham

Chapter 8 in Service Management, 2020, pp 147-163 from Springer

Abstract: Abstract Customers play a critical role in all businesses, but for services, and the scientific understanding of service businesses, customers are especially important. In this chapter, the service encounter is considered from the perspective of customers including a focus on: ‘what creates customer satisfaction?’ and ‘what do customers want, and why?’ To explore these questions requires a discussion and review of customer lifestyles, preferences or values. Value-in-use needs to be explored in all service transactions, but this value varies between individual consumers and is difficult to measure and evaluate. Value-in-use for service customers is created in the service encounter. Customers’ assessment of the delivered service depends on their beforehand expectations. Service firms have two types of customers: business-to-business (B&B) and business-to-consumers (B-to-C). Each type is very different, and these differences are reflected in the service encounter and in the marketing of services.

Keywords: Service experiences; Service co-creation process; Customer satisfaction; Value-in-use; Service-dominant logic; Platform-based businesses (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/978-3-030-52060-1_8

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