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Facilitating dialogue between a small medium-sized accountancy firm and customers: a dyadic perspective on developing reciprocal customer value propositions

Siemerink, M.G.J. (2016) Facilitating dialogue between a small medium-sized accountancy firm and customers: a dyadic perspective on developing reciprocal customer value propositions.

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Abstract:The business environment for accounting practitioners is subject to big changes. Small medium-sized accountancy firms are challenged more than ever to adapt to this changing accountancy landscape. This research takes the customer value proposition concept as a starting point and incorporates the notion of value-in-use knowledge, to grasp how small medium-sized accountancy firms could integrate value-in-use knowledge of customers to develop reciprocal value propositions that resonate with customers. Earlier research mainly described customer value proposition from a goods-dominant logic perspective and emphasized the role of the firm in developing value propositions. However, what about the importance of the interaction between customers and suppliers in developing reciprocal value propositions, as congruent with the service-dominant logic. Although, there are some efforts made understanding the customer value proposition concept from a service-dominant logic perspective, the dialectical process of developing reciprocal value propositions between suppliers and customers have seldom been empirically studied. Therefore, this research entails a case study associated with the dialogue between a knowledge intensive business service provider and varied healthcare organizations. In brief, this study demonstrates how and why focus group discussions serve as an encounter platform to facilitate interaction and dialogue between supplier and customers, to craft reciprocal value promises.
Item Type:Essay (Master)
Clients:
Eshuis Accountants en Adviseurs, Enschede, The Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/71533
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