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Making Value Co-creation a Reality— Exploring the Co-creative Value Processes in Customer-Salesperson Interaction

机译:使价值共同创造一个现实 - 探索客户 - 销售人员互动中的共同创意价值流程

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摘要

Despite the prominence of value co-creation on the marketing research agenda, the concept has not yet been rigorously analyzed (Gronroos and Voima 2013) and the processes involved in its implementation remain unclear (Vargo et al. 2008). Most existing frameworks are abstract in their conceptualization and require exploration and refinement in practice (e.g. Ballantyne and Varey 2006; Hilton et al. 2012). In particular the function of salespeople in the co-creation of value and the consequences the co-creative process entails for them still need to be clarified (Haas et al. 2012; Terho et al. 2012). To address these gaps, we set out to explore how the co-creation of value is engendered in transactional and relational customer-salesperson interaction in B2C service industries.
机译:尽管对营销研究议程上的价值共同创造了突出,但该概念尚未严格分析(Gronroos和2013年),其实施的过程仍然不清楚(Vargo等人。2008)。大多数现有框架在概念化中是摘要,并在实践中需要探索和改进(例如,Ballantyne和Varey 2006;希尔顿等,2012)。特别是销售人员在共同创造价值和后果中,共同创意过程需要澄清(Haas等,2012; Terho等,2012)。为了解决这些差距,我们列出了如何在B2C服务行业的交易和关系客户 - 销售人员互动中加入如何创造价值。

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