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Using service logic to redefine exchange in terms of customer and supplier participation


  • Pires, Guilherme D.
  • Dean, Alison
  • Rehman, Muqqadas


Service logic emphasises value co-creation, although mostly contending that the customer alone creates actual value. Value co-creation and co-production imply customer and supplier participation, but the literature mostly omits participation issues. This paper disentangles notions of production and co-production from the creation and co-creation of value propositions, and from the assumptions underlying value-in-use. The focus is on participation in exchange by customers and suppliers and their contributions at various stages of the value creation process.

Suggested Citation

  • Pires, Guilherme D. & Dean, Alison & Rehman, Muqqadas, 2015. "Using service logic to redefine exchange in terms of customer and supplier participation," Journal of Business Research, Elsevier, vol. 68(5), pages 925-932.
  • Handle: RePEc:eee:jbrese:v:68:y:2015:i:5:p:925-932
    DOI: 10.1016/j.jbusres.2014.09.019

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    References listed on IDEAS

    1. Healy, Jason C. & McDonagh, Pierre, 2013. "Consumer roles in brand culture and value co-creation in virtual communities," Journal of Business Research, Elsevier, vol. 66(9), pages 1528-1540.
    2. repec:dau:papers:123456789/11316 is not listed on IDEAS
    3. Morris, Michael & Schindehutte, Minet & Allen, Jeffrey, 2005. "The entrepreneur's business model: toward a unified perspective," Journal of Business Research, Elsevier, vol. 58(6), pages 726-735, June.
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    6. Payne, Adrian & Storbacka, Kaj & Frow, Pennie & Knox, Simon, 2009. "Co-creating brands: Diagnosing and designing the relationship experience," Journal of Business Research, Elsevier, vol. 62(3), pages 379-389, March.
    7. Yi, Youjae & Nataraajan, Rajan & Gong, Taeshik, 2011. "Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention," Journal of Business Research, Elsevier, vol. 64(1), pages 87-95, January.
    8. Kelley, Scott W. & Skinner, Steven J. & Donnelly, James Jr., 1992. "Organizational socialization of service customers," Journal of Business Research, Elsevier, vol. 25(3), pages 197-214, November.
    9. Babin, Barry J. & Babin, Laurie, 2001. "Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value," Journal of Business Research, Elsevier, vol. 54(2), pages 89-96, November.
    10. Johnson, Guillaume D. & Grier, Sonya A., 2013. "Understanding the influence of cross-cultural Consumer-to-Consumer Interaction on consumer service satisfaction," Journal of Business Research, Elsevier, vol. 66(3), pages 306-313.
    11. Tynan, Caroline & McKechnie, Sally & Chhuon, Celine, 2010. "Co-creating value for luxury brands," Journal of Business Research, Elsevier, vol. 63(11), pages 1156-1163, November.
    12. Ennew, Christine T. & Binks, Martin R., 1999. "Impact of Participative Service Relationships on Quality, Satisfaction and Retention: An Exploratory Study," Journal of Business Research, Elsevier, vol. 46(2), pages 121-132, October.
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    Cited by:

    1. Deborah Goldring, 2017. "Constructing brand value proposition statements: a systematic literature review," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(2), pages 57-67, June.
    2. Wu, Li-Wei & Lii, Yuan-shuh & Wang, Chung-Yu, 2015. "Managing innovation through co-production in interfirm partnering," Journal of Business Research, Elsevier, vol. 68(11), pages 2248-2253.
    3. Geiger, Susi & Finch, John, 2016. "Making incremental innovation tradable in industrial service settings," Journal of Business Research, Elsevier, vol. 69(7), pages 2463-2470.
    4. Xuesong Zhao & Jieyi Pan & Yongtao Song, 2018. "Dependence on Supplier, Supplier Trust and Green Supplier Integration: The Moderating Role of Contract Management Difficulty," Sustainability, MDPI, Open Access Journal, vol. 10(5), pages 1-14, May.


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