Customer strategy in services industries

Hamilton, John (2007) Customer strategy in services industries. In: Proceedings of the Seventh International Conference on Electronic Business. pp. 133-139. From: ICEB 2007 Seventh International Conference on Electronic Business: Service Innovation and Value Creation in Experience Economy, 2-6 December 2007, Taipei, Taiwan.

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Services industries are diverse, and range from the full service-only dimension through to services that support a product. In almost all cases the service involves capturing, or engaging with, the customer. A Service Value Networks (SVNs) approach offers a new way to engage with the customer. This approach moves the existing business models into the near-real-time customer tracking environment.

This paper discusses complex doorways (elucidated by a SVNs approach) through which competitive new business approaches may be better understood, and developed, in line with customer drift, and/or customer changes in sentiment. The customer decision-making process to engage in a transaction process with the business, and the specific business-customer encounter pathways that ensue, contribute to the final customer engagement decision. The 'bricks' (off-line physical) business and to 'clicks' (on-line virtual) business both fit within the SVNs approach. This approach may be applied to tertiary institutions and student monitoring.

Item ID: 3121
Item Type: Conference Item (Research - E1)
ISSN: 1683-0040
Keywords: service value networks; competitive; strategy
Date Deposited: 07 Aug 2009 05:53
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150399 Business and Management not elsewhere classified @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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