Customer-dominant logic and the need for exploring app usage in different customer contexts

Purpose Nowadays, customers have big chunks of information on their smartphones and can acquire information and make decisions rapidly, oftentimes with the use of specific apps. Most of the research on this topic to date has been conducted from the perspective of the provider, or the company, therefore missing the value that is created with these apps in the customer’s own domain according to the customer-dominant logic (CDL) approach....