Overall service differentiation can provide ways to strengthen the impact of customer centricity and innovativeness on business performance simultaneously however . This paper reviews the theoretical underpinnings of co production and co creation and discusses these service production approaches in a hotel context. Consumer purchases are increasingly determined by the power of the crowd todays customer looks to crowd sourced reviews to determine their final purcha. Customer relationship management crm is an approach to manage a companys interaction with current and potential customers it uses data analysis about customers . The imperative operational skill once conferred competitive advantage now its table stakes the new source of advantage is customer centricity deeply
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