This line of research considers the effect of customers on supply chain
management, and, further, examines how hotels and tourism
businesses can engage their customers to make their
operations more sustainable. For service businesses, customers
are integral to the service system because they
actively participate in many aspects of the supply chain,
based on the research that I describe in this paper.
Moreover, advances of the social internet further empower
customers and their social communities to participate in
the design and operations of sustainable service systems
by becoming codesigners, coproducers, and comarketers
of those services