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The dark side of customer co-creation: exploring the consequences of failed co-created services

✍ Scribed by Heidenreich, Sven; Wittkowski, Kristina; Handrich, Matthias; Falk, Tomas

Book ID
121830464
Publisher
Sage Publications
Year
2014
Tongue
English
Weight
669 KB
Volume
43
Category
Article
ISSN
0092-0703

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Recent developments in marketing and service research highlight the blurring of boundaries between firms and customers. The concept of customer engagement (CE) aggregates the multiple ways customer behaviors beyond transactions may influence the firm. However, the term is embryonic and academics and