Customer use processes should be more focused in both products and services for better customer satisfaction. The paper proposes a model of value creation by encouraging two types of customer activities pertaining use processes: design-of-use (configuration design before use) and design-in-use (adaptive design during use). By retrieving and utilizing data on usage generated by customers, different classes of value creation (i.e.; providing value, adaptive value, and co-creative value) may work together. The proposed model is exemplified by a study on tourism involving a travel agency, independent travelers, and a community of travelers.
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