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  • Voima, Päivi; Heinonen, Kristina; Strandvik, Tore; Mickelsson, Karl-Jacob; Arantola-Hattab, Leena Johanna (2011)
    This paper conceptualises customer ecosystems, which are defined as systems of actors related to the customer that are relevant concerning a specific service. Moving from provider-driven dyads and service systems to customer ecosystems, the paper uncovers multiple implications for service marketers regarding the definition of the customer, configurations of value units, scope of value formation, as well as relevant actor systems. The paper extends the perspective on service and suggests implications for research and practice.
  • Holmlund, Maria (Emerald Group Publishing Ltd., 2008)
  • Lipkin, Michaela; Heinonen, Kristina (2014)
  • Carlborg, Per; Kindström, Daniel; Kowalkowski, Christian (Emerald Group Publishing Ltd., 2013)
  • Kauppinen-Räisänen, Hannele; Gummerus, Johanna; von Koskull, Catharina; Finne, Åke; Helkkula, Anu; Kowalkowski, Christian; Rindell, Anne (Emerald Group Publishing, 2014)
  • Holmlund-Rytkönen, Maria (Elsevier Inc., 2004)
  • Holmlund, Maria; Hagman, Anne; Polsa, Pia (Emerald Group Publishing, 2011)
  • Kowalkowski, Christian; Witell, Lars; Gustafsson, Anders (Elsevier Inc., 2013)
    Manufacturing firms have always delivered services, by supplying spare parts, installing equipment, training employees, or performing maintenance. In competitive markets though, firms seek new ways to differentiate their business, including an increased focus on service, often referred to as service infusion. Of the studies that seek to understand this phenomenon, most focus on large multinational firms; little is known about service infusion in small and medium-sized enterprises (SMEs). This study adopts an explorative approach to investigate how SMEs construct new value constellations that enable value creation through services. The findings, based on in-depth interviews with key informants from 13 SMEs, suggest that there is no predefined transition process for service infusion in SMEs, which seldom have the resources to build new organizational units or create new specialties. Instead, they differentiate themselves through new value constellations within business networks. The heterogeneity of service offerings and business networks means those value constellations take many forms.
  • Riel van, Allard; Liljander, Veronica; Lemmink, Jos; Streukens, Sandra (Inderscience, 2004)
    The paper explores the effect of customer satisfaction with online supporting services on loyalty to providers of an offline core service. Supporting services are provided to customers before, during, or after the purchase of a tangible or intangible core product, and have the purpose of enhancing or facilitating the use of this product. The internet has the potential to dominate all other marketing channels when it comes to the interactive and personalised communication that is considered quintessential for supporting services. Our study shows that the quality of online supporting services powerfully affects satisfaction with the provider and customer loyalty through its effect on online value and enjoyment. Managerial implications are provided.
  • Holmlund-Rytkönen, Maria; Kock, Sören (Elsevier Inc., 1995)
  • Dube, Apramey (Kendall Hunt Publishing Company, 2014)
  • Gebauer, Heiko; Kowalkowski, Christian (Emerald Group Publishing Ltd., 2012)
    Purpose – The paper aims to provide a better understanding of the interrelatedness of customer and service orientations in the organizational structures of capital goods manufacturing companies. Design/methodology/approach – A qualitative, multi-case research design was employed using 36 European capital goods manufacturing companies. Findings – This article explored four different patterns of how companies move from being product-focused to service-focused, and from having an organizational structure that is geographically focused to one that is customer-focused. The four patterns are termed as follows: emphasizing service orientation, service-focused organizational structure, emphasizing customer orientation, and customer-focused organizational structure. Research limitations/implications – Although the study is based on 36 case studies, the external validity (generalizability) of the findings could not be assessed accurately. Practical implications – The description of the four organizational approaches offers guidance for managers to restructure their companies towards service and customer orientations. Originality/value – The article links the relatively independent discussions of service and customer orientations in the context of organizational structures. The four patterns provide a better understanding of how capital goods manufacturers integrate increased customer and service focuses in their organizational structures.
  • Strandvik, Tore; Holmlund, Maria; Edvardsson, Bo (Emerald Group Publishing Ltd., 2012)
  • Biggemann, Sergio; Kowalkowski, Christian; Maley, Jane; Brege, Staffan (Elsevier Inc., 2013)
  • Leverin, Andreas; Liljander, Veronica (Emerald, 2006)
    Purpose - This study investigates the relationship marketing (RM) strategy of a retail bank and examines whether - after its implementation - customer relationships were strengthened through perceived improvements in the banking relationship and consequent loyalty towards the bank. Design/methodology/approach - A survey was conducted on two profitability segments, of which the more profitable segment had been directly exposed to a customer oriented RM strategy, whereas the less profitable segment had been subjected to more sales oriented marketing communications. Findings - No significant differences were found between the segments on customers’ evaluations of the service relationship or their loyalty toward the bank. Furthermore regression analysis revealed that relationship satisfaction was less important as a determinant of loyalty in the more profitable segment. Research limitations/implications - This study was conducted as a case study of one specific branch of a bank group in Finland, which limits the external validity of its results. It was not possible to ascertain if, or to what extent, customers of the more profitable segment had received the intended RM treatment. Other limitations are also discussed. Practical implications - Customer orientation is desirable within retail banking and more studies are needed on the differential drivers of loyalty across customer profitability segments. By identifying the aspects of a banking relationship that are more highly valued among more profitable customers than among less profitable customers, bank managers would be able to more effectively devise appropriate strategies for different segments. Originality/value - The study contributes to the RM literature and marketing of financial services by providing empirical evidence of the effects of RM activities on customer relationship perceptions in different profitability segments.
  • Strandvik, Tore; Helkkula, Anu (Department of Business Studies. Uppsala University, 2013)
  • Editorial 
    Kindström, Daniel; Kowalkowski, Christian (Emerald Group Publishing Ltd., 2014)
  • Kindström, Daniel; Kowalkowski, Christian; Sandberg, Erik (Elsevier Inc., 2013)
  • Strandvik, Tore; Heinonen, Kristina; Mickelsson, Karl-Jacob (2013)
    The emancipation of customers has raised an interest into how service providers can involve customers in their processes. In contrast, we argue that the key challenge for companies will become how they can get involved in customers’ processes and that represents an unexplored area open for academic research. Our paper is conceptual with empirical illustrations and builds on a Customer Dominant business Logic approach. It presents a model of how the customer’s logic is grounded in customers’ rather stable interest structure and perception of service providers and how this forms different styles of using service and interacting with service providers.