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Co-creating value in dialogue: a matter of communicative relationship, communicative balance and mutual understanding
University of Borås, School of Business and IT.
2009 (English)In: QUIS 11: Moving forward with Service Quality, Proceedings of the QUIS 11 – Services Conference, June 11-14, 2009, Wolfsburg, Germany / [ed] Bernd Stauss, Stephen W Brown, Bo Edvardsson, Robert Johnston, 2009Conference paper, (Other academic)
Abstract [en]

The purpose of this paper is to generate a deeper understanding of value creation and value-in-use through dialogical interaction. In service research the interaction between customer-firm is emphasised and often regarded as central in order to create value-in-use. Through the interaction in the service encounter a service provider has an opportunity to actively influence the flow and outcome of the consumption process as well as the customers have the opportunity to influence the activities of the service provider. Interaction is thus central in order to apply a service-based business logic that focuses on supporting customers and engaging in their everyday value-generating practices. Hence, dialogical interaction is an important process in order to learn together and co-create value together. However there are researchers that posit that S-D logic seems to treat the generation of service experience and value-in-use through interaction as given. More attention needs to be given to interaction and especially the aspect of creating value-in-use through interaction. The study is based on telephone conversations, i.e. dialogues, between customers and customer service representatives in an industrial company and an insurance company. We argue that a study of these everyday practises between customers and companies reveal how they co-operate in creating value. How do customer service representatives facilitate a foundation for the customers’ value creation? How do customers and customer service representatives co-create value in dialogues? The result shows that value is created in joint effort and mutual communicative work between the participants. In specific, they both contribute in the communication firstly to establish a relationship, secondly to keep the communication balance and thirdly to come to mutual understanding. An understanding of the dynamics in communication between personnel and customers can provide management with tools for further improvement of the service.

Place, publisher, year, edition, pages
2009.
Keyword [en]
co-creation of value, service-dominant logic, customer service, service encounters, conversation analysis, Service-dominant Logic of Marketing, Customer service, Service encounters
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-6216Local ID: 2320/5556ISBN: 978-3-00-027342-1 (print)OAI: oai:DiVA.org:hb-6216DiVA: diva2:886901
Available from: 2015-12-22 Created: 2015-12-22

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf