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The expected retail customer Value co-creator, co-producer or disturbance?

Fellesson, Markus (författare)
Salomonson, Nicklas (författare)
 (utgivare)
 (medarbetare)
2016
2016
Engelska.
Ingår i: Journal of Retailing and Consumer Services. - 0969-6989. ; 30, 204-211
  • swepub:Mat__t
Abstract Ämnesord
Stäng  
  • 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.

Ämnesord

Social Sciences  (hsv)
Economics and Business  (hsv)
Business Administration  (hsv)
Samhällsvetenskap  (hsv)
Ekonomi och näringsliv  (hsv)
Företagsekonomi  (hsv)
Handel och IT  (hb)
Bussiness and IT  (hb)

Nyckelord

Front-line employees
Expectations
Customer participation
Value co-creation

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