The expected retail customer: Value co-creator, co-producer or disturbance?

Fellesson, Markus; Salomonson, Nicklas

doi:10.1016/j.jretconser.2016.02.006

Cited by 36 publications

(30 citation statements)

References 56 publications

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“…This contact is normally more complex than the literature expect it to be since it is also influenced by other factors such as expectations and organizational promises (e.g. Fellesson and Salomonson, 2016;Higgs et al, 2005;Payne et al, 2008). In service contexts, interactions take place in service encounters and are joint dialogical processes (cf.…”

Section: Value Co-formationmentioning

confidence: 99%

Bi-directional and stratified demeanour in value forming service encounter interactions

Echeverri

Salomonson

2017

Journal of Retailing and Consumer Services

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Section: Value Co-formationmentioning

confidence: 99%

Bi-directional and stratified demeanour in value forming service encounter interactions

Echeverri

Salomonson

2017

Journal of Retailing and Consumer Services

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“…The concept of value co-creation essentially borrows its genesis from the proposition that consumers are ‘co-creators of value’ and that firms cannot deliver value by themselves, but can only offer value propositions (Vargo and Lusch, 2004, 2008). For the past 14 years, value co-creation has been researched extensively in multiple domains ranging from healthcare (Beirao et al , 2017; Greenhalgh et al , 2016; Elg et al , 2012), tourism (Mathis et al , 2016; Grissemann and Stokburger-Sauer, 2012; Chen et al , 2017), social media (Kao et al , 2016; Quach and Thaichon, 2017; Luo et al , 2015; Rosenthal and Brito, 2017), public services (Saha and Goyal, 2019; Osborne et al , 2016) and retail (Andreu et al , 2010; Fellesson and Salomonson, 2016) among a plethora of various other sectors. Given the widespread interest of this concept among practitioners and academicians alike, it is thus important to have a proper understanding about the development and progress of this field, and its potential for further applicability in multitudes of other disciplines.…”

Section: Introductionmentioning

confidence: 99%

Emerging trends in the literature of value co-creation: a bibliometric analysis

Saha

Mani

Goyal

2020

BIJ

102

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PurposeThe purpose of this paper is to review the extant literature on value co-creation using bibliometric analysis in an attempt to gauge the evolving journey of this concept since its inception in the business and management domain.Design/methodology/approachBased on a bibliometric analysis of 458 research articles retrieved from the Thompson Reuters’ Web of Science Core Collection™ for the period of 2004–July 2018, this study carries out the following bibliometric techniques: citation analysis, co-citation analysis and co-occurrence of author keywords.FindingsThe study reveals the nature and direction of research that the field of value co-creation has taken over the past decade. Three significant areas emerge out as prominent themes in the literature of value co-creation: value co-creation in the context of customer service, value co-creation in the context of enhancing brand value and value co-creation for marketing of services through the adoption of service logic. Apart from these, the study also reveals the most influential authors, journals, institutions and countries pertaining to the research on value co-creation, along with the possible future directions of research in this area.Research limitations/implicationsThis study has limitations in terms of usage of a single database and its inability to contextualize the citation structure of articles revealed from the review.Practical implicationsThis study would enable practitioners gain a comprehensive understanding of the concept of value co-creation that they can eventually adopt as a strategy for enhancing their business growth, customer satisfaction and customer loyalty.Originality/valueThis study identifies the intellectual structure of the value co-creation literature and maps out the gradual advancement of the field over the years.

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“…Over the past years, retailers have become more cognizant of the many ways customers provide reliable customer support, to give feedback on retailers’ existing offerings, and to generate new ideas for possible new products or services. As practitioners’ interest in this topic has thrived, so too has academic research recognised the importance of behavioural roles that customers perform as active value creators (Fellesson and Salomonson, 2016; Bove et al , 2009; Chen et al , 2018). Scholars distinguish between two key customer behavioural roles: customer in-role and extra-role behaviours[1] (Ahearne et al , 2005).…”

Section: Introductionmentioning

confidence: 99%

Customer in-role and extra-role behaviours in a retail setting

Paulssen¹,

Brunneder

Sommerfeld³

2019

EJM

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Purpose Prior research does not provide a clear picture of how managers can effectively manage customer in-role and extra-role behaviours in a retail setting. This study aims to test the differential impact of the two main customer relationship predictor paths – identity-based and satisfaction-based paths – on customer in-role and extra-role behaviours. Design/methodology/approach A random sample of 500 customers from the flagship store of an up-market, international department store chain participated in a written survey. Purchase spending data for each customer was obtained from the retailer’s loyalty card database. Findings The two studied predictor paths possess a differential impact on customer extra-role behaviours. Civic virtue and co-creation behaviours are exclusively driven by the identity-based path, whereas sportsmanship is driven solely by the satisfaction-based path. Moreover, the identity-based path impacts purchase behaviour only when symbolic purchase motivation is high. Overall satisfaction has no impact on purchase behaviour. Research limitations/implications In some retailing contexts, extra-role behaviours such as co-creation or civic virtue might simply be irrelevant (e.g. discount chains). Practical implications Managers, who have the intention to stimulate customers to give constructive feedback on products or services, or to involve them in co-creation activities, are well advised to also invest in identity-based path activities. Originality/value This study is the first to empirically test the effects of customer identification and overall customer satisfaction on the various dimensions of customer in-role and extra-role behaviours. Customer extra-role behaviours should not be conceptualised as one global construct but should comprise distinct dimensions of discretionary behaviours that have different antecedents.

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The expected retail customer: Value co-creator, co-producer or disturbance?

Cited by 36 publications

References 56 publications

Bi-directional and stratified demeanour in value forming service encounter interactions

Bi-directional and stratified demeanour in value forming service encounter interactions

Emerging trends in the literature of value co-creation: a bibliometric analysis

Customer in-role and extra-role behaviours in a retail setting

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