Value co-creation among retailers and consumers: New insights into the furniture market

How is value created? – Extending the value concept in the Swedish context

“…The discussion by Heinonen, p.109) et al (2013) about how value is created inconclusively ideates that value "emerges through customers' behavioral and mental processes," without actually identifying the intricacies and explicating those processes. Similarly, in their integrative framework of value co-creation as applied to the furniture market in Spain, Andreu et al (2010) clearly identified the value-creating facilitator role of suppliers, retailers and consumers, but never explicitly addressed the "how" question. Interestingly, though these authors incidentally highlighted the three value creating processes that rely on the cross-fertilization of knowledge, competences and practices, which could eventually facilitate the identification of the mechanisms involved in those processes, they never uncovered the mechanisms involved in value creation.…”

“…Contributions include those of Lusch (2004, 2008) and Grönroos (2008Grönroos ( , 2011 within the service dominant logic and more recently by Heinonen et al, (2010Heinonen et al, ( , 2013 and Boysen Anker et al (2015) within a customer dominant logic, and by Andreu et al (2010) from a management perspective. One commonality throughout these contributions is the lack of a clear depiction of the process involved in and empirical evidence of value creation (Grönroos and Voima, 2013), thus confirming Ind and Coates' (2013) claim that value creation is still an emerging concept.…”

“…Despite these important conceptual contributions, the entire value creation process has not been studied in depth. Limited theoretical knowledge and almost no practical examples exist, aside from the furniture sector illustration by Andreu et al (2010), about how consumers act to create value, which is commonly taken in the literature to mean "value-in-use" Lusch, 2004, 2008;Grönroos, 2011;Grönroos and Voima, 2013). Another empirical contribution is Mencarelli and Lombart's study (2017) demonstrating the payoff of creating consumer value by stating that perceived value is a more accurate predictor of attitudinal and behavioral loyalty than is satisfaction.…”

“…For example, Payne et al (2008) map, at the meso level, how consumers engage in value creation through processes and practices but do not identify the inherent steps in value creation "engagement" itself. This paper is a response to the call by Payne et al, (2008) for more research on frameworks to help manage value creation and to empirically inquire at the micro level about the interactions and exchanges among the resources and practices in value creation processes (Andreu et al, 2010). Thus, the purpose of this study is to theoretically and holistically elaborate on the value concept by unpacking the process by which value is created.…”

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

“…In general, customers' contributions and behaviour are distinguished (Hutter, Hautz, Fueller, Mueller & Matzler, 2011). According to the authors' approach, other studies describe the attributes of co-creation from activities' perspective (Gebauer, Johnson & Enquist, 2010), the customer (Tynan, McKechnie & Chhuon, 2010), capability (Fujioka, 2009), experience (Gentile, Spiller & Noci, 2007;Prahalad & Ramaswamy, 2004), the roles (Andreu, Sánchez & Mele, 2010;Grönroos, 2008), service (Vargo, Maglio & Akaka, 2008), and the value (Ueda, Takenaka & Fujita, 2008). Durugbo & Pawar (2014) developed a unified model of cocreation that integrates the functions of a supplier and consumers' involvement based on existing value-in-exchange and value-in-use and in order to select co-creation techniques.…”