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

Introduction to the Handbook on Customer Centricity

Publication ,  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

DOI

ISBN

9781788113595

Publication Date

January 1, 2019

Start / End Page

1 / 12
 

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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.
Journal cover image

DOI

ISBN

9781788113595

Publication Date

January 1, 2019

Start / End Page

1 / 12