Postmodernism and Customer Centricity

• Autorzy: Amirreza Mehraramolan
• Języki publikacji: EN

Abstrakty

EN

There are many different explanations of customer centricity, and many people are in support of that concept whereas many others are against it. Different meanings can be found for customer centricity in literature. Which one could be the proper and most reliable one? Most of the views on customer centricity are based on foundational philosophical approaches and many different patterns are set as a guideline for the organizations which are willing to be customer-centric. In this paper, the aim is to look at the customer centricity phenomenon from the postmodernist point of view. The question of this study is linked to an anti-foundational philosophical approach (postmodernism) and it is shown how different the answers could be based on the philosophy approach that we choose. To collect the data, 10 in-depth interviews were done with senior business managers of customer-centric organizations in Iran. The results showed completely different answers from the postmodernist point of view. (original abstract)

Słowa kluczowe

EN

Postmodernism; Positivism; Costumer orientation; Phenomenology

PL

Postmodernizm; Pozytywizm; Orientacja na klienta; Fenomenologia

• Czasopismo: Journal of Marketing and Consumer Behaviour in Emerging Markets
• Rocznik: 2016
• Numer: nr 1(3)
• Strony: 34--41

Twórcy

autor

Amirreza Mehraramolan

• University of Bradford, School of Management, UK

Bibliografia

• Agnew, N.M. and Pyke, W. (1987) The science game: an introduction to research in the social science, 4th edition, London: Prentice Hall.
• Benton, T. and Craib, I. (2011) Philosophy of social science, New York: Palgrave Macmillan.
• Berg, L. (1989) Qualitative research methods for the social science, Boston: Allyn and Bacon.
• Burmann, C., Meurer, J. and Kanitz, C. (2011) "Customer Centricity as a Key to Success for Pharma", Journal of Medical Marketing: Device, Diagnostic and pharmaceutical marketing, 11(1), pp. 49-59.
• Clegg, S.R. and Kornberger, M. (2003) "Modernism, Postmodernism, Management and Organization Theory", Research in the sociology of organizations, 21, pp. 57-88.
• Cooper, R. and Burrell, G. (1988) "Modernism, postmodernism and organizational analysis: an introduction", Organizational studies, 9(1), pp. 91-112.
• Delanty, G. and Strydom, P. (2010) Philosophies of social science the classic and contemporary readings, London: Open University Press, McGraw Hill Education.
• Dixon, M., Freeman, K. and Toman, N. (2010) "Stop trying to delight your customers", Harward Business Review, July-August, pp. 116-122.
• Galbraith, J. R. (2005) Designing the customer - centric organization: a guide to strategy, structure, and process, San Francisco: Jossey- Bass.
• Indick, W. (2002) "Fight the power: the limits of empiricism and the costs of positivism rigor", Journal of psychology, 136(1), p. 21.
• Johnson, P. and Duberley, J. (2011) Understanding management research, London, Sage.
• Kilduff, M. and Mehra, A. (1997) "Postmodernism and Organizational research", Academy of Management Review, 22(2), pp. 453-481.
• Stark, E., Stepanovich, P., Poppler, P. And Hopkins, P.J. (2008) "Surrounded by White Water: Conflicts in Management Sciences Regarding Truth and Reality", Journal of Behavioral & Applied Management, 9(3), pp. 258-274.
• Taylor, B.C. (2005) "Postmodern theory", in: May, S. and Mumby, D. (Eds.), Engaging organizational communication theory and research, Thousand Oaks, CA: Sage.
• Trochim, W.M.K. (2006) Web centre for Social Research Methods. Retrieved 20/12/2012 from http//www.socialresearchmethods.net/.
• Van Manen, M. (1997) Researching lived experience: human science for an action sensitive pedagogy, 2nd edition, London: The Althouse Press.
• Williams, M. and May, T. (1996) Introduction to the philosophy of social research, London: Routledge.

Identyfikatory

DOI

10.7172/2449-6634.jmcbem.2016.1.3