The challenge of communicating reciprocal value promises: Buyer-seller value proposition disparity in professional services

Baumann, Jasmin, Le Meunier-FitzHugh, Kenneth and Wilson, Hugh N. (2017) The challenge of communicating reciprocal value promises: Buyer-seller value proposition disparity in professional services. Industrial Marketing Management, 64. 107–121. ISSN 0019-8501

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Abstract

This study explores the communication of reciprocal value propositions in buyer-seller interaction and examines whether each party's value proposition is congruent with the value sought by their respective counterpart. Through 31 in-depth interviews with customers and salespeople from six professional service organizations, it was found that while both parties deliberately articulate value propositions, thereby initiating the co-creation process, there are some surprising disparities in the value dimensions offered by the salesperson. Although the customer's value proposition is largely consistent with the value sought by the seller, a marked discrepancy was encountered in the reverse case (i.e. between the seller's value proposition and the buyer's desired value). These findings indicate a significant misalignment between the seller's value proposition and actual co-creative behavior that can impede the subsequent collaboration and resource integration between the two parties, which could lead to customer dissatisfaction and potentially even service failure.

Item Type: Article
Uncontrolled Keywords: reciprocal value proposition,value,value co-creation,buyer-seller interaction,service-dominant logic
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: Pure Connector
Date Deposited: 07 Mar 2017 01:45
Last Modified: 29 Aug 2020 23:45
URI: https://ueaeprints.uea.ac.uk/id/eprint/62872
DOI: 10.1016/j.indmarman.2017.02.002

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