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Keywords: Reverse use of customer data
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2014) 28 (7): 529–537.
Published: 07 October 2014
...Hannu Saarijärvi; Christian Grönroos; Hannu Kuusela Purpose – The purpose of this study is to explore and analyze the implications of reverse use of customer data for service-based business models. In their quest for competitive advantage, firms traditionally use customer data as resources...
