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The expected retail customer: Value co-creator, co-producer or disturbance?
Centrum för tjänsteforskning, Karlstads universitet.
University of Borås, Faculty of Textiles, Engineering and Business. (Sustainable Consumption Research Group)ORCID iD: 0000-0001-9159-4593
2016 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 30, 204-211 p.Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
2016. Vol. 30, 204-211 p.
Keyword [en]
Front-line employees, Expectations, Customer participation, Value co-creation
National Category
Business Administration
Research subject
Bussiness and IT
URN: urn:nbn:se:hb:diva-8919DOI: 10.1016/j.jretconser.2016.02.006OAI: diva2:905203
Att jobba med jobbiga kunder
Forte, Swedish Research Council for Health, Working Life and Welfare, 2012-0741
Available from: 2016-02-22 Created: 2016-02-22 Last updated: 2016-02-24Bibliographically approved

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