Saarijärvi, Hannu; Grönroos, Christian; Kuusela, Hannu - In: Journal of Services Marketing 28 (2014) 7, pp. 529-537
Purpose – The purpose of this study is to explore and analyze the implications of reverse use of customer data for … service-based business models. In their quest for competitive advantage, firms traditionally use customer data as resources to …-dominant logic toward customer value creation, the potential of customer data for the benefit of the customer, not just the firm, is …