1. Bi-directional and stratified demeanour in value forming service encounter interactions
- Author
-
Nicklas Salomonson and Per Echeverri
- Subjects
Marketing ,Service (business) ,Value co-creation ,Bi-directionality ,Interaction ,Service encounter ,Demeanour ,Service encounter demeanour ,05 social sciences ,Transformative service research ,Empirical research ,0502 economics and business ,Value (economics) ,050211 marketing ,Business ,050203 business & management ,Business Administration ,Företagsekonomi - Abstract
The purpose of this paper is to unearth the bi-directional and stratified nature of service encounter interactions. Drawing on a detailed empirical study of service demeanour in mobility services, seen from a customer perspective, we outline a classification of 6 overarching demeanour practices, 20 sub-activities, and interactional sequences, explaining how value co-formation is realized. We suggest that value derives from bi-directional activities mutually combined in congruent ways, avoiding counterproductive interactions.
- Published
- 2017