1. Introduction 2. Customer Value Creation Behavior in the Context of Theory 3. Conceptualization and Measurement of Customer Value Creation 4. Antecedents of Customer Value Creation Behavior 5. Consequences of Customer Value Creation Behavior 6. Dysfunctional Customer Behavior 7. Application of Customer Value Creation Behavior 8. Case Studies of Customer Value Creation Behavior 9. Implications for Researchers and Practitioners
Biography
Youjae Yi is the KT Professor of Marketing at Seoul National University (Stanford PhD). He has served as the president of the Korean Marketing Association, Korean Society of Consumer Studies, and Service Marketing Association. He has also served as the editor of Korean Journal of Consumer Studies and Seoul Journal of Business, and as co-editor of Services Industries Journal. He has published over one hundred articles in journals including Journal of Marketing Research, Journal of Consumer Research, and Journal of Consumer Psychology.
