Abstract
Customer value is created during the processes of pre-purchase, purchase, and after-purchase, during which customers play different roles. This study analyzes customer value by identifying how customer roles influence and shape customer behavior. Traditionally, customer value is discussed as the relationship between a service provider and customers. The emergence of social media facilitates interaction not only between the service provider and customers, but also among online users. This study focuses on the kinds of value customers can earn from their interaction behaviors on social media, using a Taiwanese travel agency as a case study. The study identifies four types of customer roles and six types of customer value and their corresponding relationships as well. The research findings have several theoretical and practical implications.
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