CUSTOMER INTEGRATION – A CRITICAL CASE - SUPPORTED OBSERVATION OF THE RISKS OF A MARKETING TREND

Mareike Ballendat, RWTH Aachen University, Germany
Antje S.J. Hütten, RWTH Aachen University, Germany
David Antons, RWTH Aachen University, Germany
Thomas Niemand, TU Dresden, Germany
Florian U. Siems, TU Dresden, Germany
Published in

 JOURNAL OF ACADEMY OF BUSINESS AND ECONOMICS
Volume 15, Issue 3, p143-149, October 2015

ABSTRACT

Recent years have seen the development of a trend where customers are increasingly involved by companies in the provision of services. The following will examine (1) the fact that the customer can make mistakes in this process, (2) how they make these mistakes, and (3) which management implications result from this.

Keywords

Customer Integration, Customer Mistakes, Marketing Trend


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