On repositioning customer support services: some food for further thought

Prof. A. Parasuraman

Pro-Chancellor, Vijaybhoomi University

Parasuraman, A. (2020). On repositioning customer support services: some food for further
thought. European Journal of Marketing.


The framework proposed by Sheth et al. (2020) (hereafter SJA) for repositioning customer support
services (CSS) is a timely and thought-provoking contribution to the extant literature. The need for a
change in the corporate mindset and direction vis-à-vis CSS that SJA advocate (succinctly captured in
their Figures 1 and 2), as well as their seven recommendations for engineering such a change (Figure
3) are logical and insightful. In the concluding section of their paper SJA call for additional research
and allude to three broad areas worth investigating. This brief commentary builds on and augments
SJA’s research agenda by highlighting three additional critical areas stemming from their proposed
framework and recommendations.

  • implying potential shifts in the locus of control and responsibility for the customer’s
    experience during their journey; and
  • offer a rich agenda for further research in this domain.

Link to Article: https://www.emerald.com/insight/content/doi/10.1108/EJM-07-2020-973/full/html

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