Customer role ans skill trajectories in services

O. Chervonnaya*

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review


Customer behavior in services is usually perceived as volatile and unpredictable. However, this conceptual paper seeks to demonstrate that for service processes sharing certain common characteristics, one can find similarities in customer behavior patterns. On the basis of the extensive literature review, four types of service processes are identified in a matrix, and it is argued that specific combinations of customer roles and skills within each type of service processes form the basis for customer role and skill trajectories of certain length and structure. Two propositions are suggested at the end of the study to assist the empirical investigation of these trajectories, and some aspects of the problem of collective consumption are addressed.
Original languageEnglish
Pages (from-to)347-363
JournalInternational Journal of Service Industry Management
Issue number3
Publication statusPublished - 1 Jan 2003


Dive into the research topics of 'Customer role ans skill trajectories in services'. Together they form a unique fingerprint.

Cite this