ABSTRACT
This chapter presents some closing thoughts of key concepts covered in this book. The book focuses on the conceptualization of customer value creation behavior, the development of an integrative scale of customer value creation behavior, antecedents and consequences of customer value creation behavior, and applications of customer value creation in specific and various contexts. It also tries to integrate the related theories on customer value creation behavior from different scholarly areas. Many researchers and practitioners still believe that handling customer complaints equates with handling dysfunctional customer behaviors. Most of the research focuses on the specific forms of customer value creation behavior. Further research might be beneficial if customer value creation behavior is examined from the perspective of targets of value creation such as the firm, employees, and customers. The book shows integrated theoretical perspectives of customer value creation behavior. Customer value creation behavior is soundly based on well-customer value from different areas such as operation management, organizational behavior, and marketing.
