Integrating Customer in Service Value Proposition: Business Model for Competitive Edge
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Abstract
Rising environmental turbulence couple with advancing technological innovations is posing a unique kind of challenges for the service organizations. This study aims to develop a new business model to integrate customers in conceiving, developing, and delivering the service value proposition by an organization. To develop the model, extensive literature review has been done on both service sector and customer integration to develop an understanding about the linkages underlying these concepts. Three important dimensions, i.e., customer participation, customer interaction and implementation of inputs have been identified as important crucial indicators that can affect the service quality and delivery considerably. These dimensions are then used to develop conceptual model for enhancing service effectiveness which can effectively deal with the continuously changing customers’ expectations and demands. The research is purely conceptual in nature and model developed by the study is yet to be tested empirically.
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