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The expected retail customer: Value co-creator, co-producer or disturbance?

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  • Fellesson, Markus
  • Salomonson, Nicklas

Abstract

The purpose of this paper is to explore expectations among front-line employees regarding their customers and how these expectations can be understood in relation to strategies of customer participation and value co-creation. Two categories of expectations are identified; operative and interactive. In particular, the operative expectations reveal a service practice that is heavily structured by large-scale systems and ideals of rational efficiency. It is argued that co-creation needs to be discussed on both the strategic level, i.e. in terms of what the “customer†/market wants, and on the operative level, where the customer's direct contribution to the value-creating process has its focus.

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  • Fellesson, Markus & Salomonson, Nicklas, 2016. "The expected retail customer: Value co-creator, co-producer or disturbance?," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 204-211.
    • Handle: RePEc:eee:joreco:v:30:y:2016:i:c:p:204-211
    DOI: 10.1016/j.jretconser.2016.02.006
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    3. Clauzel, Amélie & Guichard, Nathalie & Riché, Caroline, 2019. "Dining alone or together? The effect of group size on the service customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 222-228.
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    5. Bagherzadeh, Ramin & Rawal, Monika & Wei, Shuqin & Saavedra Torres, Jose Luis, 2020. "The journey from customer participation in service failure to co-creation in service recovery," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    6. Sahi, Gurjeet Kaur & Devi, Rita & Gupta, Mahesh C. & Cheng, T.C.E., 2022. "Assessing co-creation based competitive advantage through consumers’ need for differentiation," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
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    8. 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.
    9. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    10. Yang, Hye-jeong & Fang, Mingjie & Yao, Jinge & Su, Miao, 2023. "Green cooperation in last-mile logistics and consumer loyalty: An empirical analysis of a theoretical framework," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
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