Customer Value Creation Behavior

We all live in a service-based economy right now, and the role of customers has changed from passive buyers to active value creators. Customers are actively engaged in the value creation process, and customer value creation behavior has become an essential phenomenon. For the competitive advantage of the firm, employees need to change from exclusive service providers to value facilitators. Firms must now change their paradigm from treating customers as mere buyers to engaging customers as value creators. This book sheds insight into the essentiality of understanding customer value creation behavior for enhancing firm performance.

This book is also a comprehensive reference critically analyzing the current state of customer value creation behavior. It covers theoretical foundations, measurement, antecedents and consequences of customer value creation behavior, in addition to applications in specific and various contexts. The book also highlights the importance of understanding the dimensional structure of customer value creation behavior for accurate results of empirical research. In addition, the book also examines customer value destruction behavior or dysfunctional customer behavior.

This book challenges the conventional belief that handling customer complaints equates with handling dysfunctional customer behavior and provides useful insights for handling employees and customers.

1. Introduction 2. Customer Value Creation Behavior in the Context of Theory 3. Conceptualization and Measurement of Customer Value Creation 4. Antecedents of Customer Value Creation Behavior 5. Consequences of Customer Value Creation Behavior 6. Dysfunctional Customer Behavior 7. Application of Customer Value Creation Behavior 8. Case Studies of Customer Value Creation Behavior 9. Implications for Researchers and Practitioners

Youjae Yi is the KT Professor of Marketing at Seoul National University (Stanford PhD). He has served as the president of the Korean Marketing Association, Korean Society of Consumer Studies, and Service Marketing Association. He has also served as the editor of Korean Journal of Consumer Studies and Seoul Journal of Business, and as co-editor of Services Industries Journal. He has published over one hundred articles in journals including Journal of Marketing Research, Journal of Consumer Research, and Journal of Consumer Psychology.