ABSTRACT
Customer value creation behaviour not only enhances the firm's sales and profits however, also enhances efficiency and increases innovation of the firm. However, little research has systematically and comprehensively investigated the theoretical perspectives that justify the effectiveness of customer value creation phenomenon in service marketing context. The first theme reflects the open systems theory in organizational science. According to open systems theory, firms depend heavily on their environment for critical resource inputs. The second theme relies on the servuction model. The third theme relates to the customer contact theory, views customers as having a physical presence in the service system and calculates this presence as a percentage of the total time to create service, is called level of contact. The fourth theme regarding customers as human resources centres on the dramaturgical metaphor to script. Nevertheless, it is very important to understand these themes because scholars and practitioners could link customer value creation theory to actual customer value creation phenomena.
