Understanding Customer Relationships: A Critical Literature Review

Order Description
You are required to undertake a critical literature review In essence, your literature review should highlight and justify the adequacy (or otherwise) of the following:
“It is always the customer who defines what is valuable and what is not. Because customers define value, firms can only make value propositions intended to support customers in their value-creating
consumption activities (Vargo and Lusch, 2004 cited in Rintamaki, Kuusela and Mitronen, 2007).
You may draw upon examples from various industries to help support your discussion. Further details (including instructions for assessment submission) appertaining to this particular piece of
coursework will be given to you w/c 31st Oct 2016 (week 5).
The Assessment grade will be informed by the following criteria:
• Depth of research, analysis, interpretation, argument and discussion
• Appropriate use of theory and/or theoretical frameworks /concepts etc
• Presentation of the assessment (e.g. spelling / grammatical errors / punctuation / syntax and structure)
• Tutor’s discretionary mark – with regard to originality of answer, initiative, effort, etc