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Customer participation in servitization : defining the role of customers in the co-development of servitized offerings

Nacke, Sophie (2019) Customer participation in servitization : defining the role of customers in the co-development of servitized offerings.

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Abstract:Since servitization is largely driven by a company’s customers, the customer is seen as a necessary resource in solution co-development processes. However, available literature omitted the role of business customers. This study demonstrates the importance of closing this gap, since business customers and consumers are characterized by fundamental differences. The topic is approached through a service logic lens, considering value-in-use as the ultimate goal of business. An ethnographic case study is adopted using interviews, observations, content analysis and a focus group. A typology of business customers is established defining customer roles as well as type and degree of customer participation in servitized offerings. The analysis indicated the existence of seven antecedents of customer participation, functioning as a driving force to the established typology. Furthermore, the role of user advocate can be added to the literature, which appears as a central role in a B2B environment. This study argues that the customer is in control of the production process, which sets up a barrier for efficient value co-creation. Consequently, the research provides a new perspective on customer participation and important insights into the phenomenon.
Item Type:Essay (Master)
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/79604
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