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Customer role and skill trajectories in services

Oxana Chervonnaya (MERIT, Maastricht University, Maastricht, The Netherlands)

International Journal of Service Industry Management

ISSN: 0956-4233

Article publication date: 1 August 2003

Abstract

Customer behavior in services is usually perceived as volatile and unpredictable. However, this conceptual paper seeks to demonstrate that for service processes sharing certain common characteristics, one can find similarities in customer behavior patterns. On the basis of the extensive literature review, four types of service processes are identified in a matrix, and it is argued that specific combinations of customer roles and skills within each type of service processes form the basis for customer role and skill trajectories of certain length and structure. Two propositions are suggested at the end of the study to assist the empirical investigation of these trajectories, and some aspects of the problem of collective consumption are addressed.

Keywords

Citation

Chervonnaya, O. (2003), "Customer role and skill trajectories in services", International Journal of Service Industry Management, Vol. 14 No. 3, pp. 347-363. https://doi.org/10.1108/09564230310478864

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited