Making Value Co-Creation a Reality – Exploring the Co-Creative Value Processes in Customer-Salesperson Interaction

Baumann, Jasmin and Le Meunier-FitzHugh, Kenneth (2015) Making Value Co-Creation a Reality – Exploring the Co-Creative Value Processes in Customer-Salesperson Interaction. Journal of Marketing Management, 31 (3-4). pp. 289-316. ISSN 0267-257X

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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 episode and relationship value in relational exchanges.

Item Type: Article
Uncontrolled Keywords: value co-creation,buyer–seller interaction,relationship marketing,customer value,qualitative exploratory research
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: Pure Connector
Date Deposited: 15 May 2014 12:34
Last Modified: 26 Jul 2020 23:35
URI: https://ueaeprints.uea.ac.uk/id/eprint/48436
DOI: 10.1080/0267257X.2014.956137

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