Family as a customer experiencing co-created service value

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dc.contributor Svenska handelshögskolan, institutionen för marknadsföring, marknadsföring fi
dc.contributor Hanken School of Economics, Department of Marketing, Marketing fi Arantola-Hattab, Johanna 2013-05-23T07:46:38Z 2013-05-23T07:46:38Z 2013-05-23
dc.identifier.isbn 978-952-232-193-0
dc.identifier.issn 2242-699X
dc.description.abstract During the past decade value co-creation has been eagerly discussed in service marketing research. Despite the vigorous interest, the discussion has largely stayed on the theoretical level and perhaps led more to confusion than evolution. In business-to-consumer marketing the focus on investigating value has mainly been on the dyad of provider and customer; however the customer has remained an undefined unit in the interactions. This study argues a deeper investigation on co-creation is needed to clarify the value co-creation concept. The purpose of this research is to explore how a family as a customer experiences co-created service value. This study widens the investigation on co-creation beyond the visible interactions between the provider and a single person to cover often for the provider invisible interactions of different family members. The underpinning framework is the Nordic School’s customer-dominant logic (CDL). This study uses qualitative methodology as the approach to study the research topic. The research method applies ethnography to gain knowledge regarding how a specific group of people interacts with the environment. The empirical study consists of interviews and observations of working mothers who interpret their daily lives, responsibilities, and activities. Based on this background, they discuss their experiences and opinions about their banking service. The empirical study illustrates how mothers discuss their individual and family needs with a bank. Thus, this study widens the scope of a single person being a customer and presents the idea of a family as a customer unit. This study contributes to the current theoretical discussion on value co-creation by presenting a categorisation model for investigating different entities of service value co-creation. The model illustrates how experienced service value is a consequence of co-creation covering both visible and invisible interactions of a family. The study illustrates how service value is experienced by a family as a consequence of value co-creation not only in a dyadic interaction between the provider and an individual, but also in the multiple interactions within a family. The managerial contributions give guidance to companies regarding how to extend their understanding of a customer’s experienced service value and how to become better embedded in their customers’ everyday lives. An increased understanding of different entities of co-creation generates new knowledge regarding how companies can sustain valuable relationships with their customers. The findings illustrate it is essential for a bank as a service provider to shift the focus from dyadic interactions to cover also the multiple interactions within a family as a customer unit. fi
dc.language.iso en fi
dc.publisher Hanken School of Economics fi
dc.publisher Svenska handelshögskolan fi
dc.relation.ispartofseries Economics and Society – 254 fi
dc.subject value co-creation fi
dc.subject experienced service value fi
dc.subject visible and invisible interactions fi
dc.subject value dimensions fi
dc.subject entities of service value co-creation fi
dc.subject customer unit fi
dc.subject family fi
dc.subject ethnography fi
dc.subject.other Marketing fi
dc.title Family as a customer experiencing co-created service value fi 2013-06-07

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