Customer - SSKE
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The customer is part of the service system ecology and it is one of the four primary types of stakeholders in a service system. The principal interactions in a service system take place at the interface between the provider and the customer.

A customer, in general, is a “party that receives or consumes products (goods or services) and has the ability to choose between different products and suppliers.”

According to the principles of Service Dominant Logic, “value is always uniquely and phenomenologically determined by the beneficiary”, i.e. by the particular customer of a particular service. By this decision concerning the value proposition the customer influences, through value co-creation interaction, the service outcome and, consequently, also the service system ecology.

The customer evaluates, in general, the quality of a service.


  1. Service science and service-dominant logic (Authors: Jim Spohrer Laura C. Anderson Norman J. Pass Tryg Ager Published In: Otago Forum 2 –m Academic Papers Publication Date: 2008)
  2. Smart Service Systems and Viable Service Systems: Applying Systems Theory to Service Science (Authors: Sergio Barile Francesco Polese Published In: Journal of Service Science (INFORMS) Publication Date: 2010)
  3. The service system is the basic abstraction of service science (Authors: Paul P. Maglio Stephen L. Vargo Nathan Caswell Jim Spohrer Published In: Proceedings (41): Hawaii International Conference on System Sciences Publication Date: 2009)


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