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 … examples combine to uncover the implications of reverse use of customer data for service-based business models. Findings … – Implications of reverse use of customer data for service-based business models are identified and explored. Through reverse use of …
