 How to create more customer value in independent shops: A set-theoretic approach to value creationPeng Peng, Sofie Jacobs and Bart Cambré Journal of Business Research, 2022, vol. 146, issue C, 241-250 Abstract: The purpose of this essay is to study different pathways to high customer episode/relationship values using qualitative comparative analysis (QCA) based on 93 cases of customers who visited independent coffee shops in South China. The results demonstrate that a high level of episode/relationship value can be produced through multiple configurations of a customer’s personal characteristics, value co-creation behaviours, and employee citizenship behaviours toward the customer. The key conclusions indicate that, to achieve a high episode value, employee citizenship behaviours toward customers (OCB-C) are key factors, and customers’ citizenship behaviours (CCB) and/or OCB-C are essential to producing high relationship values. In addition, high agreeableness, high openness, and low conscientiousness play important roles in achieving a high level of episode/relationship value. This study contributes to the advancement of the value co-creation theory by providing configurational insights. Keywords: Value co-creation; QCA; Customer episode value; Customer relationship value; Personality characteristics (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:146:y:2022:i:c:p:241-250 DOI: 10.1016/j.jbusres.2022.03.066 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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