The path to customer centricity

Denish Shah, Roland T. Rust, A. Parasuraman, Richard Staelin, George S. Day

Research output: Contribution to journalReview articlepeer-review

292 Scopus citations


The concept of customer centricity and its benefits have been discussed for more than 50 years. Despite this fact, many firms are still struggling to fully align themselves to the customer-centric paradigm. This article identifies fundamental issues and challenges that typically deter a firm from becoming customer-centric. These are mainly related to the organizational culture, structure, processes, and financial metrics of the firm. To overcome these barriers, the article suggests a path to customer centricity that is driven by a strong leadership commitment, organizational realignment, systems and process support, and revised financial metrics. The article concludes with directions for further research.

Original languageEnglish (US)
Pages (from-to)113-124
Number of pages12
JournalJournal of Service Research
Issue number2
StatePublished - Nov 2006


  • Customer centricity
  • Market-driven
  • Market-oriented
  • Organization change
  • Product-centric to customer-centric

ASJC Scopus subject areas

  • Information Systems
  • Sociology and Political Science
  • Organizational Behavior and Human Resource Management


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