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Trust as a facilitator of co-creation in customer-salesperson interaction – an imperative for the realization of episodic and relational value?

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  • Jasmin Baumann

    (University of East Anglia)

  • Kenneth Le Meunier-FitzHugh

    (University of East Anglia)

Abstract

The co-creation of value is one of the key dynamic processes taking place within customer relationships. This paper emphasizes the importance of interaction between the customer and salesperson for the co-creation of value and theorizes how co-creation can be established between these actors through joint exploration of the customer’s value systems and value-generating processes, facilitated by interpersonal trust evolving at different interaction levels. We offer a series of propositions on how co-creation is engendered in all interactions from discrete to relational exchanges and how mutual value is realized from both the customer’s and salesperson’s perspective. The presented framework emphasizes that the actors require different levels of trust to engage in the co-creation of distinct value dimensions ranging from episode to relationship value.

Suggested Citation

  • Jasmin Baumann & Kenneth Le Meunier-FitzHugh, 2014. "Trust as a facilitator of co-creation in customer-salesperson interaction – an imperative for the realization of episodic and relational value?," AMS Review, Springer;Academy of Marketing Science, vol. 4(1), pages 5-20, June.
    • Handle: RePEc:spr:amsrev:v:4:y:2014:i:1:d:10.1007_s13162-013-0039-8
    DOI: 10.1007/s13162-013-0039-8
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    Cited by:

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    2. Dugar, Anurag & Chamola, Pankaj, 2021. "Retailers with traits of consumer: Exploring the existence and antecedents of brand loyalty in small unorganized retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    3. Gurjeet Kaur Sahi & Sanjeewani Sehgal & Rita Sharma, 2017. "Predicting Customers Recommendation from Co-creation of Value, Customization and Relational Value," Vikalpa: The Journal for Decision Makers, , vol. 42(1), pages 19-35, March.
    4. Thomas S. Robertson, 2017. "Business model innovation: a marketing ecosystem view," AMS Review, Springer;Academy of Marketing Science, vol. 7(3), pages 90-100, December.
    5. Maria Rosario Perello-Marín & Gabriela Ribes-Giner & Odette Pantoja Díaz, 2018. "Enhancing Education for Sustainable Development in Environmental University Programmes: A Co-Creation Approach," Sustainability, MDPI, vol. 10(1), pages 1-17, January.
    6. Christian Narh Opata & Wen Xiao & Angela Abena Nusenu & Stephen Tetteh & Tettey-Wayo John Narh, 2020. "Customer Value Co-Creation in the Automobile Industry: Antecedents, Satisfaction, and Moderation," SAGE Open, , vol. 10(3), pages 21582440209, August.

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