Service Providers’ Logics and Behaviors in Value Co-Creation

Oyabu, Akira, Zhang, Jing, Muramatsu, Junichi

Marketing researchers have investigated how value is co-created through direct interactions between service providers and customers. Previous studies have focused on service provider behaviors that facilitate customer value creation. It is essential to focus on both the value co-creation behaviors of service providers and the factors that influence them. However, there is currently an insufficient understanding of the factors that influence the value co-creation behavior of service providers. Previous research has focused on the institutions, norms, and practices shared by the actors involved in value co-creation. Furthermore, there has been limited discussion on specific factors based on empirical research. The impact of service providers’ logic, which is assumed to drive their behavior, on value co-creation has not yet been discussed. Owing to the foregoing, this study explores how service providers’ logic and behavior contribute to value co-creation. We identified four logics in this regard (i.e., frontline service employees, customers, departments, and firms), four service behaviors (i.e., performing, supporting, collaborating, and coordinating), and specific value outcomes for each actor.

Human Interface and the Management of Information. HCII 2024, Lecture Notes in Computer Science

Springer

14689

223

236

978-3-031-60106-4

https://doi.org/10.1007/978-3-031-60107-1_16