E‐services as resources in customer value creation

Johanna Gummerus (CERS Center for Relationship Marketing and Service Management, Hanken School of Economics, Helsinki, Finland)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Publication date: 7 September 2010

Abstract

Purpose

This study seeks to adopt the perspective of service (dominant) logic to investigate the impact of three resource inputs (service content, service process, and service configurations) on the perceptions of value of e‐service customers.

Design/methodology/approach

An online study is conducted among 667 customers of a Finnish health‐care web site.

Findings

The study finds that content of various services have differential impacts on customers' perceptions of value. The study also finds that some service configurations (combinations of services) are more value‐enhancing than others.

Research limitations/implications

The empirical study was limited to a Finnish health‐care site. Future studies could use this research model to investigate different services and cultures to improve the generalisability of the findings.

Practical implications

Service providers should note that peer services (such as discussion groups) were more value‐enhancing than professional services (such as an advice database). Recognition of the most appealing services and service configurations enables managers to develop and market their services more effectively.

Originality/value

The study is one of the first to demonstrate how e‐service research and practice can benefit by taking a service logic perspective in which service content, service process, and service configurations are treated as input resources in the value‐creation processes of customers.

Keywords

Citation

Gummerus, J. (2010), "E‐services as resources in customer value creation", Managing Service Quality: An International Journal, Vol. 20 No. 5, pp. 425-439. https://doi.org/10.1108/09604521011073722

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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