Conceptual Comparison of Customer Leadership and Related Concepts

This article aims to clarify the scope of the new concept called customer leadership. This concept bridges the fields of leadership and service marketing research. However, similarities can be spotted in existing concepts. The objective of this article is to compare customer leadership with related concepts in service marketing and leadership. Firstly, existing research on similar concepts is briefly summarized from the perspective of conceptual emphasis. Based on that, the specific difference in customer leadership is presented. By this comparison, the author expects to reveal the value of having this concept in the literature.