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Making value co-creation a reality – exploring the co-creative value processes in customer–salesperson interaction.
- Source :
- Journal of Marketing Management; Mar2015, Vol. 31 Issue 3-4, p289-316, 28p
- Publication Year :
- 2015
-
Abstract
- We examine how value co-creation is engendered in transactional and relational interaction in a professional business-to-consumer (B2C) service industry through exploratory interviews with six organisations’ sales personnel and their customers. A dyadic model and propositions conceptualise the process of value co-creation at the interpersonal level. It was found that the customer and salesperson take on very distinct roles in the co-creative interaction, which is driven by characteristics previously unidentified in the context of value co-creation, such as a commitment to achieving common goals, establishing equitable dialogue and sharing interests. Examination of the value dimensions co-created found that reciprocal value realisation is not limited to business-to-business (B2B) contexts, as the involved parties create mutual episode value in discrete transactions, and mutual episodeandrelationship value in relational exchanges. [ABSTRACT FROM PUBLISHER]
Details
- Language :
- English
- ISSN :
- 0267257X
- Volume :
- 31
- Issue :
- 3-4
- Database :
- Complementary Index
- Journal :
- Journal of Marketing Management
- Publication Type :
- Academic Journal
- Accession number :
- 100014742
- Full Text :
- https://doi.org/10.1080/0267257X.2014.956137