Customer value‐chain involvement for co‐creating customer delight

Oswald A. Mascarenhas (Charles H. Kellstadt Professor of Marketing, at the College of Business Administration, University of Detroit Mercy, Detroit, Michigan, USA)
Ram Kesavan (Professor of Marketing, at the College of Business Administration, University of Detroit Mercy, Detroit, Michigan, USA)
Michael Bernacchi (Professor of Marketing, at the College of Business Administration, University of Detroit Mercy, Detroit, Michigan, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 December 2004

Abstract

Traditional marketing strategies assume that customers involve (e.g. search, assess, purchase, use) with products or services mostly at the end of their value chain as finished market offerings. This article challenges managers to invite target customers to be involved at all stages of the value chain. The specific purpose of our new customer‐value‐chain involvement (CVCI) model is to enhance customer relationship management in conjunction with supply chain management, employee relationship management) and retailer partners’ relationship management. There are definite advantages to CVCI as it can provide continuous customer feedback and enable more objective quality assessment and judgment, but most importantly, it can elevate customer satisfaction to customer delight that spawns lifetime loyalty and positive referrals. The importance and managerial implications of CVCI are discussed.

Keywords

Citation

Mascarenhas, O., Kesavan, R. and Bernacchi, M. (2004), "Customer value‐chain involvement for co‐creating customer delight", Journal of Consumer Marketing, Vol. 21 No. 7, pp. 486-496. https://doi.org/10.1108/07363760410568707

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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