Handbook on Customer Centricity: Strategies for Building a Customer-Centric Organization
Introduction to the Handbook on Customer Centricity
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, Chapter
Palmatier, RW; Moorman, C; Lee, JY
January 1, 2019
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.
Duke Scholars
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Palmatier, R. W., Moorman, C., & Lee, J. Y. (2019). Introduction to the Handbook on Customer Centricity. In Handbook on Customer Centricity: Strategies for Building a Customer-Centric Organization (pp. 1–12). https://doi.org/10.4337/9781788113601.00006
Palmatier, R. W., C. Moorman, and J. Y. Lee. “Introduction to the Handbook on Customer Centricity.” In Handbook on Customer Centricity: Strategies for Building a Customer-Centric Organization, 1–12, 2019. https://doi.org/10.4337/9781788113601.00006.
Palmatier RW, Moorman C, Lee JY. Introduction to the Handbook on Customer Centricity. In: Handbook on Customer Centricity: Strategies for Building a Customer-Centric Organization. 2019. p. 1–12.
Palmatier, R. W., et al. “Introduction to the Handbook on Customer Centricity.” Handbook on Customer Centricity: Strategies for Building a Customer-Centric Organization, 2019, pp. 1–12. Scopus, doi:10.4337/9781788113601.00006.
Palmatier RW, Moorman C, Lee JY. Introduction to the Handbook on Customer Centricity. Handbook on Customer Centricity: Strategies for Building a Customer-Centric Organization. 2019. p. 1–12.