Interpreting value in the customer service experience using customer-dominant logic

  title={Interpreting value in the customer service experience using customer-dominant logic},
  author={Caroline Tynan and Sally Mckechnie and Stephanie Hartley},
  journal={Journal of Marketing Management},
  pages={1058 - 1081}
Abstract Traditionally, customer value has been examined from the perspective of the firm. New understandings of customer value from the customer-dominant logic perspective of services emphasise the need to move away from the service-dominant perspective and adopt a customer-based approach that considers value within the broader context of a customer’s lifeworld. This article explores how individual customers make sense of their participation in an extraordinary, commercially-driven consumption… Expand
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