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Title: | Does communicating the customer's resource integrating role improve or diminish value proposition effectiveness? | Authors: | LEROI-WERELDS, Sara STREUKENS, Sandra Van Vaerenbergh, Yves Gronroos, Christian |
Issue Date: | 2017 | Publisher: | EMERALD GROUP PUBLISHING LTD | Source: | JOURNAL OF SERVICE MANAGEMENT, 28(4), p. 618-639 | Abstract: | Purpose - The purpose of this paper is to examine whether explicitly communicating the customer's resource integrating role in value propositions improves or diminishes value proposition effectiveness. Design/methodology/approach - Based on existing research on value propositions, three effectiveness criteria are used: role clarity, expected customer value, and purchase intention. Two experiments manipulating the presence of the customer's resource integrating role in value propositions test the conceptual model in both an indirect interaction (Study 1, toothpaste, n = 207) and a direct interaction context (Study 2, fitness program, n = 228). Additionally, Study 2 includes the moderating role of resource availability. Findings - Explicitly communicating the customer's resource integrating role in value propositions increases customers' role clarity, which in turn influences customer's attitude toward the service and purchase intention through a service-related (i.e. expected benefits and expected efforts) and an ad-related (i.e. ad credibility and attitude toward the ad) route. However, these results only hold for customers high in resource availability. Originality/value - This research provides initial empirical support for the often-stated claim that value propositions should include the (potential) value of the offering as well as the (resource integrating) role of the customer. Taking a broader perspective, this research provides initial empirical support for recent calls to develop marketing communication practices that facilitate value-in-use. This paper's findings show that adopting service logic in marketing communications seems to improve value propositions' effectiveness. | Notes: | [Leroi-Werelds, Sara; Streukens, Sandra] Hasselt Univ UHasselt, Dept Mkt & Strategy, Hasselt, Belgium. [Van Vaerenbergh, Yves] Katholieke Univ Leuven, Dept Mkt, Brussels, Belgium. [Gronroos, Christian] Hanken Sch Econ, Dept Mkt, Helsinki, Finland. | Keywords: | value proposition; marketing communications; value creation; communicating value; customer resource integration;Value proposition; Marketing communications; Value creation; Communicating value; Customer resource integration | Document URI: | http://hdl.handle.net/1942/24385 | ISSN: | 1757-5818 | e-ISSN: | 1757-5826 | DOI: | 10.1108/JOSM-11-2015-0366 | ISI #: | 000407792900001 | Rights: | (C) Emerald Publishing Limited | Category: | A1 | Type: | Journal Contribution | Validations: | ecoom 2018 |
Appears in Collections: | Research publications |
Files in This Item:
File | Description | Size | Format | |
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vvv.pdf | Non Peer-reviewed author version | 675.19 kB | Adobe PDF | View/Open |
Manuscript.pdf | Peer-reviewed author version | 666.17 kB | Adobe PDF | View/Open |
Leroi-Werelds et al. 2017 JOSM.pdf Restricted Access | Published version | 319.3 kB | Adobe PDF | View/Open Request a copy |
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