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

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.