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How to create more customer value in independent shops: A set-theoretic approach to value creation

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  • Peng, Peng
  • Jacobs, Sofie
  • Cambré, Bart

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.

Suggested Citation

  • Peng, Peng & Jacobs, Sofie & Cambré, Bart, 2022. "How to create more customer value in independent shops: A set-theoretic approach to value creation," Journal of Business Research, Elsevier, vol. 146(C), pages 241-250.
    • Handle: RePEc:eee:jbrese:v:146:y:2022:i:c:p:241-250
    DOI: 10.1016/j.jbusres.2022.03.066
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    References listed on IDEAS

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    Cited by:

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