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Frontline employees’ expectations about customers: disturbance or co-creators of value?
Centrum för tjänsteforskning, Karlstads universitet.
University of Borås, Faculty of Textiles, Engineering and Business. (Sustainable Consumption Research Group)ORCID iD: 0000-0001-9159-4593
2014 (English)Conference paper, (Refereed)
Abstract [en]

Following their recognition as value co-creating partners, customers have been ascribed an increasingly active role in service production. However, what is expected of customers in service situations is a surprisingly uninvestigated area. The purpose of the paper is to explore expectations about customers among frontline employees in retail. The paper draws on 35 in-depth interviews with frontline employees in three retail industries. The identified expectations reveal a service practice that is heavily structured by ideals of rational efficiency. These ideals make the customers’ value co-creating capacity conditional: just as the employees themselves, the customers have to conform to the logic of the service system if value is to be created. Arguably, co-creation needs to be discussed both on a strategic level, in terms of what the “customer”/the market wants, and on an operative level, to bring forward how frontline employees and customers together are trying to accomplish co-creation in practice.

Place, publisher, year, edition, pages
2014.
Keyword [en]
frontline employees, expectations, value co-creation, retail, Services marketing
National Category
Business Administration
Research subject
Bussiness and IT
Identifiers
URN: urn:nbn:se:hb:diva-7280Local ID: 2320/14471OAI: oai:DiVA.org:hb-7280DiVA: diva2:887992
Conference
Australian & New Zealand Marketing Academy Conference (ANZMAC), December 1-3, 2014, Brisbane, Australia
Funder
Forte, Swedish Research Council for Health, Working Life and Welfare, 2012-0741
Available from: 2015-12-22 Created: 2015-12-22 Last updated: 2016-10-07Bibliographically approved

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Citation style
  • apa
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  • ieee
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  • vancouver
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Language
  • de-DE
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  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
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Output format
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  • asciidoc
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