Value creation process and outcomes in social inclusion focused services
ISSN: 0309-0566
Article publication date: 7 March 2022
Issue publication date: 6 April 2022
Abstract
Purpose
This study aims to elucidate the value creation process within a culturally diversified museum (CDM), which aims to achieve social inclusion, i.e. bridging the social divide between mainstream and minority communities, through the integration of CDM’s and visitors’ resources. Using service logic (SL) theory as the theoretical lens, we aim to unveil the CDM’s unique service provider and customer (visitor) resources, the corresponding resource integration process that explains value co-creation and co-destruction and the resultant value outcomes for social inclusion.
Design/methodology/approach
A case study of an Australian CDM is used, involving various qualitative data sources, including depth interviews, focus groups, visitor book content analysis, on-site observation and participation in the CDM’s events and forums.
Findings
The findings provide insights into the unique CDM and visitor resources that are integrated to achieve value outcomes that foster social inclusion. However, the results suggest that alongside value co-creation, co-destruction can unfold, causing a (mis)alignment with the aim of the CDM to bridge the social divide between mainstream and minority communities.
Practical implications
This study’s findings offer salient implications for CDMs and similar service providers that enables social inclusion and policymakers.
Originality/value
This study contributes to the service domain by highlighting the importance of the alignment between provider and customer resources to co-create value within a culturally diversified context. That is, CDMs can learn from the misalignment of their resources and those of their visitors to improve their resource offerings and achieve greater social inclusion outcomes in the future.
Keywords
Acknowledgements
The authors thank the following people for their valuable comments during the drafting and revisions of this manuscript: Russell Belk (York University), Kerimcan Ozcan (Marywood University), and Michael Polonsky (Deakin University). They also acknowledge the participating culturally diversified museum for their participation and support in this research study. This research did not receive any grant from funding agencies in the public, commercial, or not-for-profit sectors.
Citation
Winston, E., Ferdous, A.S., Rentschler, R., Azmat, F. and Robertson, N. (2022), "Value creation process and outcomes in social inclusion focused services", European Journal of Marketing, Vol. 56 No. 3, pp. 840-868. https://doi.org/10.1108/EJM-10-2020-0791
Publisher
:Emerald Publishing Limited
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