Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Modelling customer process activities in interactive value creation

Modelling customer process activities in interactive value creation Purpose – Customers' role in value creation has changed dramatically over the past few years. Today, many firms view customers as co‐creators of value. Until recently, however, attention to customer integration was mainly directed toward customers' role in a firm's given supply processes. The goal of this paper is to show that processes on the customer side are equally important for the overall success of value creation. Design/methodology/approach – The reasoning for the role of customers is based on a theoretical discussion of customer integration, blueprints and customer scripts. Relating this work to the general problem of transaction costs from information asymmetries, the paper develops a typology of how customer scripts can be applied in various situations. Findings – It is found that customer scripts can have a positive effect on interactive value creation because they enable companies to build a holistic process image for all process participants. Research limitations/implications – Marketing must rethink its role as an agent of companies. Indeed, in interactive value creation, boundaries blur. However, the results lack broad empirical confirmation. Practical implications – It is argued that firms must adopt a customer perspective and provide an approach of how to achieve this. Originality/value – The paper reintroduces scripts in the marketing discussion. In addition, it provides a new typology of situations in interactive value creation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Service Management Emerald Publishing

Modelling customer process activities in interactive value creation

Download PDF
14 pages

Loading next page...
 
/lp/emerald-publishing/modelling-customer-process-activities-in-interactive-value-creation-WDSaWy5Mz9
Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1757-5818
DOI
10.1108/09564231111174997
Publisher site
See Article on Publisher Site

Abstract

Purpose – Customers' role in value creation has changed dramatically over the past few years. Today, many firms view customers as co‐creators of value. Until recently, however, attention to customer integration was mainly directed toward customers' role in a firm's given supply processes. The goal of this paper is to show that processes on the customer side are equally important for the overall success of value creation. Design/methodology/approach – The reasoning for the role of customers is based on a theoretical discussion of customer integration, blueprints and customer scripts. Relating this work to the general problem of transaction costs from information asymmetries, the paper develops a typology of how customer scripts can be applied in various situations. Findings – It is found that customer scripts can have a positive effect on interactive value creation because they enable companies to build a holistic process image for all process participants. Research limitations/implications – Marketing must rethink its role as an agent of companies. Indeed, in interactive value creation, boundaries blur. However, the results lack broad empirical confirmation. Practical implications – It is argued that firms must adopt a customer perspective and provide an approach of how to achieve this. Originality/value – The paper reintroduces scripts in the marketing discussion. In addition, it provides a new typology of situations in interactive value creation.

Journal

Journal of Service Management – Emerald Publishing

Published: Oct 11, 2011

Keywords: Customer script; Customer process; Service blueprint; Value co‐creation; Co‐production; Customer integration; Customer relations; Marketing

References

  • Psychological status of the script concept
    Abelson, R.P.
  • The mindlessness of organizational behaviors
    Ashforth, B.E.; Fried, Y.
  • The Social Construction of Reality
    Berger, P.L.; Luckmann, T.
  • Contemporary marketing practices research program: a review of the first decade
    Brodie, R.J.; Coviello, N.E.; Winklhofer, H.
  • The effects of customer participation in co‐created service recovery
    Dong, B.; Evans, K.R.; Zou, S.
  • Quality in new service development: key concepts and a frame of reference
    Edvardsson, B.
  • Leistungsbündel als Absatzobjekte – Ein Ansatz zur Überwindung der Dichotomie von Sach‐ und Dienstleistungen
    Engelhardt, W.H.; Kleinaltenkamp, M.; Reckenfelderbäumer, M.
  • A descriptive model of the consumer co‐production process
    Etgar, M.
  • Die Steuerung von Kundenintegrationsprozessen
    Fließ, S.
  • Blueprinting the service company: managing service processes efficiently and effectively
    Fließ, S.; Kleinaltenkamp, M.
  • Customer Processes in Business‐to‐Business Service Transactions
    Frauendorf, J.
  • Institutions and Economic Theory: The Contribution of the New Institutional Economics
    Furubotn, E.G.; Richter, R.
  • Many‐to‐many marketing as grand theory: a Nordic school contribution
    Gummesson, E.
  • Service Management and Operations
    Haksever, C.; Render, B.; Russell, R.S.; Murdick, R.G.
  • A critical evaluation of the new service development process: integrating service innovation and service design
    Johnson, S.P.; Menor, L.J.; Roth, A.V.; Chase, R.B.
  • Blueprinting for the bottom line
    Kingman‐Brundage, J.
  • Integrativität als Kern einer umfassenden Leistungslehre
    Kleinaltenkamp, M.
  • Customer experience quality: an exploration in business and consumer contexts using repertory grid technique
    Lemke, F.; Clark, M.; Wilson, H.
  • Scripts as determinants of purposeful behavior in organizations
    Lord, R.G.; Kernan, M.C.
  • Whither services marketing? In search of a new paradigm and fresh perspectives
    Lovelock, C.H.; Gummesson, E.
  • Customer involvement in new service development: a conversational approach
    Lundkvist, A.; Yakhlef, A.
  • The lead‐user method: an outline of empirical findings and issues for future research
    Lüthje, C.; Herstatt, C.
  • The service system is the basic abstraction of service science
    Maglio, P.P.; Vargo, S.L.; Caswell, N.; Spohrer, J.
  • Innovation, learning and industrial organization
    Nooteboom, B.
  • Co‐creating unique value with customers
    Prahalad, C.K.; Ramaswamy, V.
  • The structure of episodes in memory
    Schank, R.C.
  • Script, Plans, Goals and Understanding: An Inquiry Into Human Knowledge Structures
    Schank, R.C.; Abelson, R.P.
  • Designing services that deliver
    Shostack, G.L.
  • Dimensions of job scripting in services organisations
    Tansik, D.A.; Smith, W.L.
  • Evolving to a new dominant logic for marketing
    Vargo, S.L.; Lusch, R.F.
  • On value and value creation: a service systems and service logic perspective
    Vargo, S.L.; Maglio, P.P.; Akaka, M.A.
  • The customer as co‐producer
    Wikström, S.
  • Consumer and co‐producer roles in e‐service: analyzing efficiency and effectiveness of e‐service designs
    Xue, M.; Hein, G.R.; Harker, P.T.