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Book part
Publication date: 6 December 2013

Melissa Archpru Akaka, Hope Jensen Schau and Stephen L. Vargo

This chapter explores the nature of the cultural context that frames value creation and provides insight to the way in which value is collaboratively created, or co-created, in…

Abstract

Purpose

This chapter explores the nature of the cultural context that frames value creation and provides insight to the way in which value is collaboratively created, or co-created, in markets.

Methodology/approach

We develop a conceptual framework and research propositions for studying the co-creation of value-in-cultural-context through the intersection of consumer culture theory (CCT) and service-dominant (S-D) logic and the integration of a practice-theoretic approach for value co-creation.

Research implications

The integration of CCT, S-D logic, and practice theory provides a conceptual framework for studying the co-creation of value among multiple stakeholders and the (re)formation of markets.

Practical implications

Drawing on this framework, marketers can contribute to the co-creation of new markets by influencing changes in cultural contexts – practices, norms, meanings, and resources – that frame value co-creation and exchange.

Originality/value of chapter

This chapter explores the integration of CCT and S-D logic by focusing on value co-creation and applying a practice approach to further weave together these distinct research areas. In addition, the proposed framework elaborates the conceptualization of value-in-context to consider the cultural context that influences and is influenced by the co-creation of value.

Content available

Abstract

Details

Journal of Consumer Marketing, vol. 32 no. 7
Type: Research Article
ISSN: 0736-3761

Article
Publication date: 20 April 2015

Melissa Archpru Akaka, Stephen L. Vargo and Hope Jensen Schau

– The purpose of this paper is to explore the social and cultural aspects of the context that frames service exchange to better understand how value and experience are evaluated.

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Abstract

Purpose

The purpose of this paper is to explore the social and cultural aspects of the context that frames service exchange to better understand how value and experience are evaluated.

Design/methodology/approach

The authors apply a conceptual approach to develop and propose a framework for deepening the understanding of the context of market-related experiences. The authors integrate two growing streams of research – consumer culture theory and service-dominant logic – that focus on phenomenological and experiential views on value and extend the context of experience with a culturally rich, service-ecosystems view of markets.

Findings

The authors broaden the context of experience by applying a service-ecosystems perspective and identify four social and cultural factors that influence experience from this extended context – sign systems and service ecosystems; multiplicity of structure and institutions; value-in-cultural-context; and co-construction of context. Based on this, the authors point toward directions for future research.

Research limitations/implications

The proposed framework points researchers and managers toward an extended context that is reproduced through the co-creation of value and influences evaluations of experience. Empirical research is needed to provide evidence of the proposed framework and further extend the understanding of dynamic social and cultural contexts.

Practical implications

The findings of this study provide a broader scope of context and identify additional social and cultural factors for managers to consider in their efforts to enhance customer experiences.

Originality/value

Traditional views of markets limit the context of experience to firm-customer encounters or consumer-centric practices and processes. This paper extends the context of experience to consider the practices and perspectives of multiple actors and various views on value.

Details

Journal of Service Management, vol. 26 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 10 October 2016

Joanna Minkiewicz, Kerrie Bridson and Jody Evans

The increased involvement of customers in their experience is a reality for all service organisations. The purpose of this paper is to explore the way organisations collaborate…

2258

Abstract

Purpose

The increased involvement of customers in their experience is a reality for all service organisations. The purpose of this paper is to explore the way organisations collaborate with customers to facilitate consumption of cultural experiences through the lens of co-production. Although organisations are typically an integral part of the co-production process, co-production is typically considered from a consumer angle. Aligned with the service ecosystem perspective and value-in-cultural context, this research aims to provide greater insight into the processes and resources that institutions apply to co-produce experiences with consumers and the drivers and inhibitors of such processes.

Design/methodology/approach

Case study research with three exemplar organisations, using in-depth interviews with key informants was used to investigate the processes organisations follow in co-producing the service experience with customers, as well as the drivers and inhibitors of organisational co-production of the service experience in the cultural sector.

Findings

The findings illuminate that cultural organisations are co-producing the service experience with their customers, as revealed through a number of key processes: inviting customers to actively participate in the experience, engaging customers and supporting customers in the co-production of the experience. Increasingly demanding consumers and a changing competitive landscape are strong external drivers of co-production. Visionary leadership and consumer-focussed employees are internal factors impelling organisations to co-produce experiences with consumers. A strong curatorial orientation, complex organisational structure, employee attitude and capability gaps and funding constraints are impediments towards organisations co-producing experiences with consumers.

Originality/value

This paper addresses a gap in Service-Dominant logic theory, arts/cultural marketing and broader services marketing literature by proposing a broadened conceptualisation of co-production of the service experience. This conceptualisation can be used as a platform to derive strategic imperatives for managers of service organisations. The findings highlight the key practices and resources that are central to organisations co-producing experience with customers. In this way, greater understanding of institutional logics and practices that underpin experience co-production emerges.

Details

Journal of Services Marketing, vol. 30 no. 7
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 9 November 2015

Yoshinobu Sato and Mark E. Parry

Recent discussions of value-in-use from the perspective of service dominant logic have focused on the customer’s determination of value and control of the value creation process…

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Abstract

Purpose

Recent discussions of value-in-use from the perspective of service dominant logic have focused on the customer’s determination of value and control of the value creation process. The purpose of this paper is to extend these discussions by exploring the value creation process in the Japanese tea ceremony and in the kaiseki ryori style of Japanese cuisine, which is based on the Japanese tea ceremony.

Design/methodology/approach

A historical analysis is used to describe the history of the Japanese tea ceremony in Japan and its influence on Japanese culture. key principles underlying the Japanese tea ceremony and their relationship to Zen Buddhism are summarized and the ways in which these principles are reflected in the service provided by Japanese restaurants are explored.

Findings

The two elite restaurants examined in this analysis have designed their service experience to reflect four principles of the tea ceremony: the expression of seasonal feelings, the use of everyday items, ritualized social interactions, and the equality of host and guest. Given these principles, we argue that the tea ceremony and restaurants based on this ceremony imply a co-creation process that is different in three important ways from the process discussed in the co-creation literature. First, the tea ceremony involves dual experiential-value-creation processes. Both the master and the customer experience value-in-use during the delivery of kaiseki cuisine, and the value-in-use each receives is critically dependent on that received by the other. Second, the degree to which value-in-use is created for both parties (the customer and the master) depends on the master’s customization of the service experience based on his knowledge of the customer and that customer’s with the tea ceremony, kaiseki ryori cuisine and Japanese culture.

Research limitations/implications

We hypothesize that the dual experiential-value-creation model is potentially relevant whenever the service process contains an element of artistic creation. Potential examples include concerts, recitals, theatre performances and art exhibitions, as well as more mundane situations in which the service provider derives value-in-use from aesthetic appreciations of the service provider’s art.

Originality/value

Recent discussions of value co-creation argue that the customer controls the value creation process and the determination of value. The authors argue that the tea ceremony can serve as a metaphor for value co-creation in service contexts where the customer’s value creation process depends on the creation of value-in-use by the service provider.

Details

Journal of Consumer Marketing, vol. 32 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 3 April 2019

Kerry Chipp, E. Patricia Williams and Adam Lindgreen

By combining consumer culture theory and service dominant logic, this study proposes that value might be understood as value-in-acquisition, such that value outcomes result from…

Abstract

Purpose

By combining consumer culture theory and service dominant logic, this study proposes that value might be understood as value-in-acquisition, such that value outcomes result from the acquisition process in which broader social forces shape the exchange process.

Design/methodology/approach

This study addresses low-income consumers, for whom societal arrangements strongly determine service interactions. Qualitative interviews reveal service value processes and outcomes for low-income consumers during acquisition processes.

Findings

For low-income consumers, inclusion, status, resource access and emotional relief represent key value outcomes. Important value processes shape those value outcomes, reflecting broader societal arrangements at macro, meso and micro levels. Marketing constitutes an institutional arrangement that establishes an empowered “consumer” role. Value processes are hindered if consumers sense that their agency in this role is diminished, because marketing interactions give precedence to other social roles.

Research limitations/implications

Marketing should be studied as an institutional arrangement that shapes value creation processes during acquisition. Micro-level value processes have important implications for service quality and service value. Value outcomes thus might be designed in the acquisition process, not just for the offering.

Practical implications

The acquisition process for any good or service should be designed with its own value proposition, separate to the core product or service. Careful design of value processes during acquisition could mitigate conflict between social roles and those of consumption.

Originality/value

There is value in the acquisition process, independent of the value embedded in the goods and services.

Details

European Journal of Marketing, vol. 53 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 15 September 2021

Shu-Hsien Liao, Retno Widowati and Ting-Hung Lin

In terms of service hospitality, recent discussions of value-in-use from the perspective of service-dominant logic have focused on the customer’s determination of value and…

Abstract

Purpose

In terms of service hospitality, recent discussions of value-in-use from the perspective of service-dominant logic have focused on the customer’s determination of value and control of the value creation process. The purpose of this paper is to extend these discussions by exploring the value creation process in the Western-style restaurant in Taiwan, which is developed value-in-eat creation for restaurants. In Taiwan, Western-style restaurants are as popular as Chinese restaurants because of globalization and cultural integration. However, to local restaurateurs and managers, managing a Western-style restaurant in terms of localization and hospitality on value-in-eat creation presents both academic and practical issues. Thus, this paper aims to investigate Western-style restaurant hospitality management alternatives on the value-in-eat creation process in Taiwan using a data mining approach.

Design/methodology/approach

Based on a market survey, a total of 1,187 questionnaires was incorporated into a database. The questionnaire design is divided into 7 parts with 35 items. All questions are designed as nominal and ordinal (not the Likert scale) scales. Data mining approach, including cluster analysis and association rules, cluster analysis is investigated possible customer profiles and association rules is implemented to explore customer preference patterns and rules on the value-in-eat creation process.

Findings

Data mining results show two patterns including Pattern 1: meal patterns and customer preferences for restaurant hospitality management and Pattern 2: customer relationship management (CRM) for restaurant hospitality management that customer profiles and preferences on meal patterns, service patterns and CRM are engaged to suggest effective Western restaurant hospitality management alternatives, such as proper bundles for restaurant types, meals, exotic atmosphere and services of hospitalities in terms of a value-in-eat creation process.

Originality/value

To the best of the authors’ knowledge, this study is the first study to investigate consumers’ behaviors in Western-style restaurants using the measurement of nominal and ordinal scale for questionnaire development and further to implement a data mining approach on selected data samples. In addition, this study illustrates the patterns/rules of Taiwan customer preferences that best explain the knowledge of how to manage Western-style restaurants from the perspective of customer hospitality using data mining.

研究目的

在酒店服务领域, 近期的从服务主流逻辑为视角关于使用价值的讨论主要集中在消费者对价值的定义以及掌控价值创造的过程。本研究的主要目的是拓展这些相关的讨论从而发掘关于在台湾经营的西餐厅的顾客价值创造过程, 进而开发餐厅的饮食价值创造。由于全球化进程, 台湾的西餐厅和中餐厅同样受欢迎。然而, 对于本地的餐厅所有人和经营管理者来讲, 管理西餐厅关于价值创造过程中的地方化和服务管理还存在学术和实践问题。因此, 本文运用了数据挖掘的方法对西餐关于价值创造的另类途径进行了探索。

研究设计/方法/途径

基于市场调研, 本研究导入了1187份问卷作为数据库。问卷由7部分35项条目组成。所有问题以称名量表和顺序量表(非李克特量表)测量。数据挖掘包括了聚类分析和关联分析。聚类分析用来分析消费者概况, 关联分析来探究顾客倾向以及饮食价值创造过程。

研究结果

数据挖掘结果显示了两种模式, 1:食物以及顾客对餐厅的接待管理的偏爱以及模式, 2:客户关系管理包括顾客概况和对饮食模式的偏爱, 服务模式以及顾客关系维护的另类建议, 诸如适度的捆绑销售包括餐厅种类, 菜系, 异域风情的就餐环境以及服务来体现饮食价值创造的过程。

研究原创性/价值

本研究是首次探索了用称名量表和顺序量来研发的消费者问卷并且运用了数据挖掘的方法研究了西餐厅的消费者行为。 此外, 本研究阐明了台湾消费者的偏爱模式从而更好的解释了如何用数据挖掘的方法来研究西餐厅的服务管理。

Article
Publication date: 23 October 2009

Yasin Boylu, Asli D.A. Tasci and William C. Gartner

The purpose of this paper is threefold: measure the differences in importance of cultural values between Turkish hosts and European guests; measure perceived cultural difference…

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Abstract

Purpose

The purpose of this paper is threefold: measure the differences in importance of cultural values between Turkish hosts and European guests; measure perceived cultural difference (distance) to see if importance of cultural values are commensurate with cultural distance perception; and identify potential influence of perceived cultural distance on job satisfaction for Turkish service providers (hosts) and trip satisfaction for European consumers (guests).

Design/methodology/approach

A survey research was conducted in tourist towns in the Southwest part of Turkey to gather data from Turkish hosts (service providers) and European tourists. Two stepwise regression analyses were conducted to assess the magnitude of the relative impact of several variables on job satisfaction for hosts and trip satisfaction for guests.

Findings

Although results revealed differences in cultural values, cultural distance perception and satisfaction, the stepwise regression analyses did not reveal any influence of perceived cultural distance on satisfaction for either hosts or guests.

Research limitations/implications

The findings of this study may not apply to all tourism consumption settings since respondents were surveyed in a general tourism setting context rather than limiting them to a certain consumption setting such as a restaurant, a hotel or a cruise ship.

Originality/value

By shedding light on cultural distance and its influence on both demand and supply side aspects, this study addresses a long‐neglected aspect in literature. Although several studies provide discussions on the impact of culture on both service providers' and consumers' attitude and behavior, there is a lack of empirical studies on the relationship between cultural distance and satisfaction.

Details

Tourism Review, vol. 64 no. 4
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 10 July 2017

Gaurangi Laud and Ingo Oswald Karpen

The purpose of this paper is to identify antecedents and consequences of customers’ value co-creation behaviour (VCB). VCB as a means to facilitate value realisation processes is…

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Abstract

Purpose

The purpose of this paper is to identify antecedents and consequences of customers’ value co-creation behaviour (VCB). VCB as a means to facilitate value realisation processes is gaining importance in service research and practice. Encouraging such enactments can be challenging, but can also offer competitive advantages.

Design/methodology/approach

We empirically investigate a conceptual model by converging three contemporary concepts of co-creation research – embeddedness, VCB and value-in-context – and examining the interdependencies between them. Data were collected in an online forum of a leading international weight-management firm.

Findings

Results suggest that customers’ embeddedness is a key antecedent of customers’ VCB in a service system. The three embeddedness dimensions – structural, relational and cultural – have a differential impact on customers’ VCB. Furthermore, findings illustrate that customers’ VCB has a significant impact on their object-oriented, self-oriented and brand-oriented social value-in-context outcomes.

Research limitations/implications

This study contributes by empirically investigating and validating antecedents and consequences of VCB in a service system. In doing so, the study highlights the significance of the nature of customer’s social constellations to develop contexts where value outcomes are actualised. Understanding the factors that shape VCB offers insights for firms to recognise how and where value propositions can be deployed that drives on-going co-creation processes.

Originality/value

This study is the first empirical research to offer insights into important pre-conditions and subsequent outcomes concurrently to illustrate how customers’ VCB can be managed and nurtured for sustainable value co-creation processes within service systems. This research further advances mid-range theorizing and microfoundational perspectives in marketing.

Details

Journal of Service Theory and Practice, vol. 27 no. 4
Type: Research Article
ISSN: 2055-6225

Keywords

Abstract

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78190-811-2

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