C/M/132. Customer centrality of the case of Expedia

The paper examines the issue of customer centrality in the strategy of a well-known tour operator. The discussion starts with the overview of the companys profile and its role in product delivery. The discussion defines tour package as predominantly service with corresponding quality dimensions. Hence, customer centrality is reviewed from the service marketing perspective, where customer expectations and satisfaction are the key criteria for evaluation. The paper evaluates the customer centrality against several points: Servicescape, responsiveness, customization and flexibility.