IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v30y2016icp204-211.html
   My bibliography  Save this article

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

Author

Listed:
  • 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.

Suggested Citation

  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698915301661
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2016.02.006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Marek Korczynski & Ursula Ott, 2004. "When Production and Consumption Meet: Cultural Contradictions and the Enchanting Myth of Customer Sovereignty," Journal of Management Studies, Wiley Blackwell, vol. 41(4), pages 575-599, June.
    2. Cheung, Millissa F.Y. & To, W.M., 2011. "Customer involvement and perceptions: The moderating role of customer co-production," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 271-277.
    3. 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.
    4. 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.
    5. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
    6. Andreu, Luisa & Sánchez, Isabel & Mele, Cristina, 2010. "Value co-creation among retailers and consumers: New insights into the furniture market," Journal of Retailing and Consumer Services, Elsevier, vol. 17(4), pages 241-250.
    7. Johlke, Mark C. & Iyer, Rajesh, 2013. "A model of retail job characteristics, employee role ambiguity, external customer mind-set, and sales performance," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 58-67.
    8. McColl-Kennedy, Janet R. & Sparks, Beverley A. & Nguyen, Doan T., 2011. "Customer's angry voice: Targeting employees or the organization?," Journal of Business Research, Elsevier, vol. 64(7), pages 707-713, July.
    9. Fullerton, R. A. & Punj, G., 2004. "Repercussions of promoting an ideology of consumption: consumer misbehavior," Journal of Business Research, Elsevier, vol. 57(11), pages 1239-1249, November.
    10. Marek Korczynski & Karen Shire & Stephen Frenkel & May Tam, 2000. "Service Work in Consumer Capitalism: Customers, Control and Contradictions," Work, Employment & Society, British Sociological Association, vol. 14(4), pages 669-687, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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).
    3. 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).
    4. 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.
    5. 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).
    6. Fellesson, Markus & Salomonson, Nicklas, 2020. "It takes two to interact – Service orientation, negative emotions and customer phubbing in retail service work," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    7. Agnieszka Izabela Baruk, 2021. "Prosumers’ Needs Satisfied Due to Cooperation with Offerors in the Context of Attitudes toward Such Cooperation," Energies, MDPI, vol. 14(22), pages 1-16, November.
    8. Echeverri, Per & Salomonson, Nicklas, 2017. "Bi-directional and stratified demeanour in value forming service encounter interactions," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 93-102.
    9. Anshu, Kumari & Shankar, Amit & Behl, Abhishek & Pereira, Vijay & Laker, Benjamin, 2022. "Impact of barriers of value co-creation on consumers' innovation resistance behavior: Investigating the moderation role of the DART model," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    10. Emmanuel Silva Quaye & Cleopatra Taoana & Russell Abratt & Peter Anabila, 2022. "Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 363-382, July.
    11. 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).
    12. Rajeev Kumra & Praveen Kumar Sharma, 2022. "Mediating role of trust in the impact of perceived empathy and customer orientation on intention to continue relationship in Indian banks," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(4), pages 372-386, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Georgia Katsifaraki, 2018. "Value creation in the market ecosystem: A Service-Dominant logic perspective," University of Cyprus Working Papers in Economics 14-2018, University of Cyprus Department of Economics.
    2. Trong Tuan Luu, 2019. "CSR and Customer Value Co-creation Behavior: The Moderation Mechanisms of Servant Leadership and Relationship Marketing Orientation," Journal of Business Ethics, Springer, vol. 155(2), pages 379-398, March.
    3. HsiuJu Rebecca Yen & Hoa Pham Thi & Eldon Y. Li, 2021. "Understanding customer-centric socialization in tourism services," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 695-723, December.
    4. Kazem Haki & Michael Blaschke & Stephan Aier & Robert Winter, 2019. "A Value Co-creation Perspective on Information Systems Analysis and Design," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 61(4), pages 487-502, August.
    5. Tian, Chao & Tu, Kai & Sui, Haiqing & Sun, Qi, 2024. "Value co-creation in shared mobility: The case of carpooling in China," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
    6. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    7. Fellesson, Markus, 2011. "Enacting customers--Marketing discourse and organizational practice," Scandinavian Journal of Management, Elsevier, vol. 27(2), pages 231-242, June.
    8. Wikström, Solveig & L'Espoir Decosta, Patrick, 2018. "How is value created? – Extending the value concept in the Swedish context," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 249-260.
    9. 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.
    10. Cambra-Fierro, Jesús & Pérez, Lourdes & Grott, Emily, 2017. "“Towards a co-creation framework in the retail banking services industry: Do demographics influence?â€," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 219-228.
    11. Jafari, Hamid & Nyberg, Anna & Osnes, Tone-Lise & Schmitz, Annika, 2015. "Customization in bicycle retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 77-90.
    12. Agnieszka Izabela Baruk, 2021. "Prosumers’ Needs Satisfied Due to Cooperation with Offerors in the Context of Attitudes toward Such Cooperation," Energies, MDPI, vol. 14(22), pages 1-16, November.
    13. Sheng, Margaret L. & Natalia, Natalia & Hsieh, C.Y., 2022. "Reconceptualizing value creation: Exploring the role of goal congruence in the Co-creation process," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    14. Maria Angeles GARCIA HARO & Maria Pilar MARTINEZ RUIZ & Ricardo MARTINEZ CANAS, 2014. "The Effects of the Value Co-Creation Process on the Consumer and the Company," Expert Journal of Marketing, Sprint Investify, vol. 2(2), pages 68-81.
    15. Fatemeh Hamidi & Naser Shams Gharneh & Datis Khajeheian, 2019. "A Conceptual Framework for Value Co-Creation in Service Enterprises (Case of Tourism Agencies)," Sustainability, MDPI, vol. 12(1), pages 1-21, December.
    16. Lorena Blasco-Arcas & Blanca I. Hernandez-Ortega & Julio Jimenez-Martinez, 2014. "Collaborating online: the roles of interactivity and personalization," The Service Industries Journal, Taylor & Francis Journals, vol. 34(8), pages 677-698, May.
    17. 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.
    18. Stuart Read & Stefan Michel & Jan H. Schumann & Kumar Rakesh Ranjan, 2019. "Pricing co-created value: an integrative framework and research agenda," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 155-183, December.
    19. Rafael Robina-Ramírez & Ana Leal-Solís & José Amelio Medina-Merodio & Rosa Estriegana-Valdehita, 2023. "From satisfaction to happiness in the co-creation of value: the role of moral emotions in the Spanish tourism sector," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3783-3804, August.
    20. Le Nguyen Hau & Pham Ngoc Tram Anh & Pham Ngoc Thuy, 2017. "The effects of interaction behaviors of service frontliners on customer participation in the value co-creation: a study of health care service," Service Business, Springer;Pan-Pacific Business Association, vol. 11(2), pages 253-277, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:30:y:2016:i:c:p:204-211. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.