GOVERNANCE AND CUSTOMER VALUE CREATION IN BUSINESS SOLUTIONS
Erik Mooi, Vishal Kashap, Marc van Aken
Journal of Business and Industrial Marketing | Emerald | Published : 2019
This paper considers the impact of contractual and normative governance mechanisms on recommendation intent in a context of healthcare and professional lighting where repeat business from a customer is absent. We suggest both contractual and normative governance can create recommendation intent but only when sufficient customer value is created.