TY  - JOUR
AB  - Purpose The purpose of this paper is to analyze the subject-specific literature on service and flexibility and derive a conceptualization of the linkages between provider flexibility and customers’ value creation.Design/methodology/approach The authors analyze existing perspectives on service and flexibility and propose linkages between provider flexibility and customer value creation.Findings Drawing on the service logic literature, and utilizing real-world examples, this paper advances propositions and a conceptual model of how flexibility can contribute to value creation.Research limitations/implications This paper establishes the basis for a practical and applicable flexibility perspective on value creation. It is particularly important for service-oriented providers and other firms operating in dynamic contexts.Practical implications The propositions and conceptual model offer suggestions on the manner in which provider flexibility contributes to customer value creation. Contextual influences that moderate provider flexibility in value creation are also included.Originality/value This paper contributes a novel perspective on service, which may serve as the starting point for the development of a more formal flexibility perspective on value creation.
VL  - 26
IS  - 6
SN  - 2055-6225
DO  - 10.1108/JSTP-09-2014-0219
UR  - https://doi.org/10.1108/JSTP-09-2014-0219
AU  - Brozovic Danilo
AU  - Nordin Fredrik
AU  - Kindström Daniel
PY  - 2016
Y1  - 2016/01/01
TI  - Service flexibility: conceptualizing value creation in service
T2  - Journal of Service Theory and Practice
PB  - Emerald Group Publishing Limited
SP  - 868
EP  - 888
Y2  - 2021/01/22
ER  -