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12 Zeithaml by Silvanna Elcorrobarrutia is a document available to read on EtoBox.
What is 12 Zeithaml about?
The article reviews three decades of research on customer value, categorizing it into three paradigms: positivist, interpretive, and social constructionist. It highlights the evolution of customer value conceptualizations and the need for integration among these paradigms to advance the field. The authors propose a framework to reconcile differing views and enhance both academic research and practical applications in marketing and management.
- Author
- Silvanna Elcorrobarrutia
- Language
- EN