Integrating Customer in Service Value Proposition: Business Model for Competitive Edge

Abstract

 Rising environmental turbulence couple with advancing technological innovations is posing a unique kind of  challenges for the service organizations. This study aims to develop a new business model to integrate  customers in conceiving, developing, and delivering the service value proposition by an organization. To  develop the model, extensive literature review has been done on both service sector and customer integration  to develop an understanding about the linkages underlying these concepts. Three important dimensions, i.e.,  customer participation, customer interaction and implementation of inputs have been identified as important  crucial indicators that can affect the service quality and delivery considerably. These dimensions are then  used to develop conceptual model for enhancing service effectiveness which can effectively deal with the  continuously changing customers’ expectations and demands. The research is purely conceptual in nature and  model developed by the study is yet to be tested empirically.