University of Twente Student Theses
Understanding value co-creation between service providers and customers in B-to-B context: a micro-level case study
Middendorp, T.J. van (2022) Understanding value co-creation between service providers and customers in B-to-B context: a micro-level case study.
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| Abstract: | Abstract: Value co-creation has become increasingly important for (service providing) firms that want to increase their competitive advantage. Firms can succeed in value co-creation by integrating resources during direct interactions with customers, but this is not as easy as it might sound. Research towards value co-creation has increased but lacks to provide an understanding of how this process of resource integration impacts value co-creation. This study fills this gap in service marketing- and practices-based literature by conducting micro-level research by means of a single case study. It presents a framework that shows that the alignment between resource integrating (RI) practices and the customers’ value creating process determines whether value co-creation occurs. It further identifies the existence of drivers that are related to RI practices. Most importantly, this study suggests, based on empirical evidence, that the service providers’ performance within these drivers directly impacts the alignment between the RI practice and the customers’ value creating process, and thereby indirectly impacts the co-creation of value. These findings contribute to our understanding of value co-creation in B-to-B context. |
| 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: | https://purl.utwente.nl/essays/90464 |
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