Introduction to the Handbook on Customer Centricity

Book Section

This opening chapter provides a critical reflection on customer centricity and synthesizes academic and managerial research, to develop a comprehensive definition of customer centricity. By introducing each of the subsequent twelve chapters in this handbook, this chapter also starts to clarify how firms can achieve true customer centricity. In particular, the chapters point to three routes for establishing a customer-centric organization: organizational design, relational, and brand and technological. A set of future research opportunities related to customer centricity concludes this chapter.

Full Text

Duke Authors

Cited Authors

  • Palmatier, RW; Moorman, C; Lee, JY

Published Date

  • January 1, 2019

Book Title

  • Handbook on Customer Centricity: Strategies for Building a Customer-Centric Organization

Start / End Page

  • 1 - 12

International Standard Book Number 13 (ISBN-13)

  • 9781788113595

Digital Object Identifier (DOI)

  • 10.4337/9781788113601.00006

Citation Source

  • Scopus