Recovering revenue through customerization and service channel linking

Sanchez, Bustinza Oscar; Parry, Glenn; Vendrell-Herrero, Ferran; Myrthianos, Vasileios

Abstract

This article aims to contribute to understanding on how to recover value chain and firm revenues through innovative service channel linking and value co-creation. The work examines how creative industry firms integrate customers as they add digital services by assessing different methods of purchasing. The results emphasize the importance of managing customers according to their attitudes and confirm the hypothesis that link channels have a mediating role in value co-creation. The findings indicate that strategies which facilitate the dynamic interaction of customers in the link channels are more effective at generating revenue growth than traditional ‘push’ strategies based upon analysis of passive customer demand.

Keywords: Value chain, service dominant logic, customerization, channel linking, performance.

Citation

Sanchez, B. O., Parry, G., Vendrell-Herrero, F., & Myrthianos, V. (2015). Recovering revenue through customerization and service channel linking. https://doi.org/10.6036/MN7570

• Journal Article Type: Article
• Publication Date: Jan 1, 2015
• Journal: Dyna Management
• Peer Reviewed: Peer Reviewed
• Volume: 3
• Issue: 1
• Pages: 1-8
• DOI: https://doi.org/10.6036/MN7570
• Keywords: value chain, service dominant logic, customerization, channel linking, performance
• Publisher URL: http://dx.doi.org/10.6036/MN7570