Making value co-creation a reality – Exploring the co-creative value processes in customer-salesperson interaction

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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
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Marketing, Entrepreneurship and Business Strategy (former - to 2019) Faculty of Social Sciences > Research Groups > Marketing
Depositing User:	Pure Connector
Date Deposited:	15 May 2014 12:34
Last Modified:	19 Mar 2024 13:30
URI:	https://ueaeprints.uea.ac.uk/id/eprint/48436
DOI:	10.1080/0267257X.2014.956137

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