What is it about?

This paper explored whether and how task- and relation-oriented customers co-create high quality services with front-line employees from the perspective of customer-dominant (C-D) logic.

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Why is it important?

We contribute to the existing management literature by identifying the importance of the C-D logic for service delivery and management. In particular, the involvement of customers with different motivational orientations through information sharing significantly affects perceived service quality and satisfaction.


This paper enhances the understanding of customer-dominant (C-D) logic by exploring the conditions and process between customer involvement and service delivery. As each customer can be considered as 'the Manager' of his/her life, the C-D logic plays a crucial role in the field of service marketing and management in the near future.

Professor W.M. To
Macao Polytechnic University

Read the Original

This page is a summary of: Do task- and relation-oriented customers co-create a better quality of service?, Management Decision, February 2015, Emerald,
DOI: 10.1108/md-05-2014-0252.
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