Purpose – The paper seeks to introduce to a new perspective on the roles of customers and companies in creating value by outlining a customer‐based approach to service. The customer's logic is examined in‐depth as being the foundation of a customer‐dominant (CD) marketing and business...

Purpose – Service technologies are transforming the business landscape rapidly and researchers need to pay attention to the changing needs of service research and business practice. The aim of this paper is to explore the current scope of research in regards to emerging service technologies by...