The expected retail customer: Value co-creator, co-producer or disturbance?

Markus Fellesson and Nicklas Salomonson

Journal of Retailing and Consumer Services, 2016, vol. 30, issue C, 204-211

Abstract: The purpose of this paper is to explore expectations among front-line employees regarding their customers and how these expectations can be understood in relation to strategies of customer participation and value co-creation. Two categories of expectations are identified; operative and interactive. In particular, the operative expectations reveal a service practice that is heavily structured by large-scale systems and ideals of rational efficiency. It is argued that co-creation needs to be discussed on both the strategic level, i.e. in terms of what the “customer†/market wants, and on the operative level, where the customer's direct contribution to the value-creating process has its focus.

Keywords: Front-line employees; Expectations; Customer participation; Value co-creation (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:30:y:2016:i:c:p:204-211

DOI: 10.1016/j.jretconser.2016.02.006

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