In this study, resource integration of value creation in a service encounter is reexamined and the importance of social context in value co-creation is discussed. The results show that service ...providers use service scripts to integrate and record various resources, enabling them to enhance the quality of value co-creation when customers reuse services. Findings from observations and interviews showed how a store manager, who is a hairdresser, memorizes the customer interaction process, what is recorded in the service script, and how the recorded service script is reused.
The purpose of this paper is to explore the role of context in service provision and, more broadly, in market co-creation. We oscillate foci from an individual actor at the micro level to a market at ...the macro level to make the scaleable influence of context more salient. This reveals the meso level, which is nestled between the micro and macro levels. We discuss how these market levels influence one another. We conceptualize markets as simultaneous, continuous exchanges that are bounded by each of these levels of context.
The Value of Self-Service Scherer, Anne; Wünderlich, Nancy V.; von Wangenheim, Florian
MIS quarterly,
03/2015, Letnik:
39, Številka:
1
Journal Article
Recenzirano
Advancements in information technology have changed the way customers experience a service encounter and their relationship with service providers. Especially technology-based self-service channels ...have found their way into the 21st century service economy. While research embraces these channels for their cost-efficiency, it has not examined whether a shift from personal to self-service affects customer–firm relationships. Drawing from the service-dominant logic and its central concept of value-in-context, we discuss customers’ value creation in self-service and personal service channels and examine the long-term impact of these channels on customer retention. Using longitudinal customer data, we investigate how the ratio of self-service versus personal service use influences customer defection over time. Our findings suggest that the ratio of self-service to personal service used affects customer defection in a U-shaped manner, with intermediate levels of both self-service and personal service use being associated with the lowest likelihood of defection. We also find that this effect mitigates over time. We conclude that firms should not shift customers toward self-service channels completely, especially not at the beginning of a relationship. Our study underlines the importance of understanding when and how self-service technologies create valuable customer experiences and stresses the notion of actively managing customers’ cocreation of value.
The context of experience Akaka, Melissa Archpru; Vargo, Stephen L; Schau, Hope Jensen
International journal of service industry management,
04/2015, Letnik:
26, Številka:
2
Journal Article
Recenzirano
Purpose
– The purpose of this paper is to explore the social and cultural aspects of the context that frames service exchange to better understand how value and experience are evaluated.
...Design/methodology/approach
– The authors apply a conceptual approach to develop and propose a framework for deepening the understanding of the context of market-related experiences. The authors integrate two growing streams of research – consumer culture theory and service-dominant logic – that focus on phenomenological and experiential views on value and extend the context of experience with a culturally rich, service-ecosystems view of markets.
Findings
– The authors broaden the context of experience by applying a service-ecosystems perspective and identify four social and cultural factors that influence experience from this extended context – sign systems and service ecosystems; multiplicity of structure and institutions; value-in-cultural-context; and co-construction of context. Based on this, the authors point toward directions for future research.
Research limitations/implications
– The proposed framework points researchers and managers toward an extended context that is reproduced through the co-creation of value and influences evaluations of experience. Empirical research is needed to provide evidence of the proposed framework and further extend the understanding of dynamic social and cultural contexts.
Practical implications
– The findings of this study provide a broader scope of context and identify additional social and cultural factors for managers to consider in their efforts to enhance customer experiences.
Originality/value
– Traditional views of markets limit the context of experience to firm-customer encounters or consumer-centric practices and processes. This paper extends the context of experience to consider the practices and perspectives of multiple actors and various views on value.
In light of the recent developments in marketing theory, namely service-dominant logic and value co-creation, the development of customer satisfaction and customer loyalty deserves reconsideration to ...broaden the mostly firm-centric earlier approaches. We propose a framework that includes the contributions of co-creating actors and identification with the firm as antecedents of customer satisfaction and loyalty. This framework can be adapted to a context by defining a context-specific set of actors and their unique reciprocal relationships. Two quantitative studies conducted in the professional German soccer leagues demonstrate that multiple actors (event organizer, teams, and fans) roughly show the same effect on customer satisfaction. Moreover, identification has both direct and indirect (i.e. via customer satisfaction and perceived social actors' contributions) influence on customer loyalty. The results imply firm activities have limited influence on customer satisfaction and loyalty. As a result, managers must identify strategies to facilitate value co-creation among all relevant actors.
The article builds a framework for interactive value formation (IVF) in interorganizational relationships. The framework describes IVF as interplay between resource integration and a multilevel ...service system, which manifests in interaction episodes accumulating into a relationship. The interplay generates outcomes in which the actors are better off (co-creation), worse off (co-destruction), or indifferent (no-creation) to value gained. The framework is demonstrated in an empirical case of a cultural sponsorship relationship where the co-destructive and no-creative interaction episodes dominated co-creative instances, finally accumulating into a relationship outcome of value no-creation for both parties. The framework and the launched novel conceptualization of value no-creation contribute to the research on service systems, resource integration for value, and failure in value co-creation. The research on failure in value co-creation, that is, value co-destruction, is scant. This article further elaborates this research stream and bridges to the research on co-creation.
This paper applies the perspective of service-dominant logic, specifically value co-creation in service ecosystems to the context of sports. It builds on the notion that co-created value can only be ...understood as value-in-context. Therefore, a structural model is developed and tested for different contexts of spectating live broadcasts of football games during the Fédération Internationale de Football Association World Cup 2014. The context-specific contributions of the co-creating actors, spectators' experience evaluations, and the resulting context-specific value perceptions from the spectators' perspective are identified. The results highlight that the relative influence of the main co-creating actors and the relative importance of the value dimensions differ across contexts. Service providers (in sports) should identify how consumers evaluate experience and which dimensions of value are most important to them in the context under consideration. This will help them to successfully facilitate value co-creation, make meaningful value propositions, and achieve strategic benefit for themselves.
This commentary uses the Customer Integration—Facilities, Transformation, Use (CI-FTU) framework of Moeller as a platform for discussing two nested challenges in the development of service-dominant ...(S-D) logic. The first is the potency of the traditional, goods-dominant (G-D) logic paradigm, including the pitfalls of using its lexicon for describing a transcending logic. The second is the related need to develop a broader perspective for understanding value creation than is apparent in traditional conceptualizations or in the CI-FTU conceptualization. In addition, the challenge of isolating S-D logic in its rapid evolution beyond G-D logic is discussed.
Purpose
The purpose of this paper is to identify antecedents and consequences of customers’ value co-creation behaviour (VCB). VCB as a means to facilitate value realisation processes is gaining ...importance in service research and practice. Encouraging such enactments can be challenging, but can also offer competitive advantages.
Design/methodology/approach
We empirically investigate a conceptual model by converging three contemporary concepts of co-creation research – embeddedness, VCB and value-in-context – and examining the interdependencies between them. Data were collected in an online forum of a leading international weight-management firm.
Findings
Results suggest that customers’ embeddedness is a key antecedent of customers’ VCB in a service system. The three embeddedness dimensions – structural, relational and cultural – have a differential impact on customers’ VCB. Furthermore, findings illustrate that customers’ VCB has a significant impact on their object-oriented, self-oriented and brand-oriented social value-in-context outcomes.
Research limitations/implications
This study contributes by empirically investigating and validating antecedents and consequences of VCB in a service system. In doing so, the study highlights the significance of the nature of customer’s social constellations to develop contexts where value outcomes are actualised. Understanding the factors that shape VCB offers insights for firms to recognise how and where value propositions can be deployed that drives on-going co-creation processes.
Originality/value
This study is the first empirical research to offer insights into important pre-conditions and subsequent outcomes concurrently to illustrate how customers’ VCB can be managed and nurtured for sustainable value co-creation processes within service systems. This research further advances mid-range theorizing and microfoundational perspectives in marketing.
The number of users in golf courses has decreased recently. The purpose of this study was to investigate a marketing strategy to revitalize the golf course operation business. In this study, we ...analyzed why measures taken to date were not effective to increase the number of users. We then evaluated the business case in which ‘service-dominant logic’ was newly incorporated, and examined its effectiveness based on the interviews with those concerned with the golf course and their guests. Focusing on the relationship between the golf course and users, the competition called ‘GOLF KOSHIEN’ is one of the cases that increased the numbers of guests using the co-creation value concept. From this study, it is considered that a golf course has potential as a new utilizing method from the perspectives of value co-creation and the value-in-context developed by the golf course and its users.
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