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Communicative skills that support value creation: A study of B2B interactions between customers and customer service representatives
University of Borås, School of Business and IT.
Karlstad University.
University of Gothenburg.
2012 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 41, no 1, p. 145-155Article in journal (Refereed) Published
Abstract [en]

Although interaction has been acknowledged as central in value creation there is still a lack of empirical studies on how value creation is accomplished in practice, and in particular how communicative skills support customers' value creation. The purpose of this paper is therefore to generate a deeper understanding of how customer service representatives' communicative skills in conversations with customers support customers' value creation. We argue that value creating processes correspond to customers' roles as “feelers”, “thinkers” and “doers”. Accordingly, value creation involves three interdependent elements, an emotional, a cognitive and a behavioral. Based on a qualitative research design, drawing on an empirical study of 80 telephone conversations between customers and customer service representatives in a business-to-business context, the paper demonstrates three communicative skills that are essential in supporting customers' value creation: attentiveness, perceptiveness and responsiveness. The findings show how employees, by means of these communicative skills support customers' value creation. Attentiveness supports cognitive elements of the customers' value creating processes, whereas perceptiveness supports value creation in terms of cognitive, behavioral and emotional aspects. Finally, responsiveness supports the customer's cognitive as well as behavioral value creation.

Place, publisher, year, edition, pages
Elsevier , 2012. Vol. 41, no 1, p. 145-155
Keywords [en]
service-dominant logic, value creation, interaction, communicative skills, Service management, Industrial marketing, Customer service
National Category
Business Administration
Research subject
Business and IT
Identifiers
URN: urn:nbn:se:hb:diva-1266DOI: 10.1016/j.indmarman.2011.11.021ISI: 000301612800017Scopus ID: 2-s2.0-84856805206Local ID: 2320/10541OAI: oai:DiVA.org:hb-1266DiVA, id: diva2:869290
Available from: 2015-11-13 Created: 2015-11-13 Last updated: 2019-01-03Bibliographically approved

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