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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/24385

Title: Does communicating the customer's resource integrating role improve or diminish value proposition effectiveness?
Authors: Leroi-Werelds, Sara
Streukens, Sandra
Van Vaerenbergh, Yves
Gronroos, Christian
Issue Date: 2017
Publisher: EMERALD GROUP PUBLISHING LTD
Citation: JOURNAL OF SERVICE MANAGEMENT, 28(4), p. 618-639
Abstract: Purpose - The purpose of this paper is to examine whether explicitly communicating the customer's resource integrating role in value propositions improves or diminishes value proposition effectiveness. Design/methodology/approach - Based on existing research on value propositions, three effectiveness criteria are used: role clarity, expected customer value, and purchase intention. Two experiments manipulating the presence of the customer's resource integrating role in value propositions test the conceptual model in both an indirect interaction (Study 1, toothpaste, n = 207) and a direct interaction context (Study 2, fitness program, n = 228). Additionally, Study 2 includes the moderating role of resource availability. Findings - Explicitly communicating the customer's resource integrating role in value propositions increases customers' role clarity, which in turn influences customer's attitude toward the service and purchase intention through a service-related (i.e. expected benefits and expected efforts) and an ad-related (i.e. ad credibility and attitude toward the ad) route. However, these results only hold for customers high in resource availability. Originality/value - This research provides initial empirical support for the often-stated claim that value propositions should include the (potential) value of the offering as well as the (resource integrating) role of the customer. Taking a broader perspective, this research provides initial empirical support for recent calls to develop marketing communication practices that facilitate value-in-use. This paper's findings show that adopting service logic in marketing communications seems to improve value propositions' effectiveness.
Notes: [Leroi-Werelds, Sara; Streukens, Sandra] Hasselt Univ UHasselt, Dept Mkt & Strategy, Hasselt, Belgium. [Van Vaerenbergh, Yves] Katholieke Univ Leuven, Dept Mkt, Brussels, Belgium. [Gronroos, Christian] Hanken Sch Econ, Dept Mkt, Helsinki, Finland.
URI: http://hdl.handle.net/1942/24385
DOI: 10.1108/JOSM-11-2015-0366
ISI #: 000407792900001
ISSN: 1757-5818
Category: A1
Type: Journal Contribution
Appears in Collections: Research publications

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