Initiating value co-creation: Dealing with non-receptive customers

Avinash Malshe () and Scott B. Friend ()
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Avinash Malshe: University of St. Thomas
Scott B. Friend: Miami University

Journal of the Academy of Marketing Science, 2018, vol. 46, issue 5, No 7, 895-920

Abstract: Abstract Scholarly emphasis on the significance of integrating customer and supplier work processes to co-create customer value is increasingly important. While suppliers and customers working closely is imperative for the success of the value co-creation (VCC) process, customers’ reluctance at times to allow suppliers into their environments has not been fully explored. The present study is an expansive qualitative inquiry consisting of 114 in-depth interviews across 57 business-to-business evaluations that aims to understand both the nuanced nature of customer non-receptivity to specific VCC initiatives and those strategies suppliers may adopt to successfully manage it. Findings elicit three potential kinds of customer non-receptivity: apathy, ambivalence, and annoyance. Furthermore, conclusions propose six strategies suppliers may use to manage customer non-receptivity: intrinsic initiative, inspiration and implementation, complexity absorption, value alignment, credibility building, and objective centrality.

Keywords: Value Co-Creation; Customer Non-Receptivity; Customer–Supplier Relationships; Qualitative Research (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (5)

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DOI: 10.1007/s11747-018-0577-6

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