Explicating the resource integration process during self-service socialisation: Conceptual framework and research propositions
Little is known about self-service socialisation and the resource integration process that may transpire when customers help other less-skilled customers with self-services. Insight into these matters is important as the process may affect other customers’ skill development and ability to contribute...
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Published in | Journal of business research Vol. 121; pp. 516 - 523 |
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Main Authors | , , |
Format | Journal Article |
Language | English |
Published |
Elsevier Inc
01.12.2020
Elsevier B.V |
Subjects | |
Online Access | Get full text |
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Abstract | Little is known about self-service socialisation and the resource integration process that may transpire when customers help other less-skilled customers with self-services. Insight into these matters is important as the process may affect other customers’ skill development and ability to contribute meaningfully to value co-creation in the service ecosystem. Accordingly, this research develops a conceptual framework and four research propositions outlining customers’ resource integration approaches towards other customers during socialisation and service exchange, as informed by their institutions endorsing either self-reliant or compliant practices. Insight is also provided into the extent to which the resource integration approaches (transpiring against the background of customers’ engagement with firms’ self-service resources) may enable other customers to participate in meaningful service exchanges in the service ecosystem. Effectively, the framework advances business understandings of the distinct roles that customers may perform when socialising other customers about self-services. |
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AbstractList | Little is known about self-service socialisation and the resource integration process that may transpire when customers help other less-skilled customers with self-services. Insight into these matters is important as the process may affect other customers’ skill development and ability to contribute meaningfully to value co-creation in the service ecosystem. Accordingly, this research develops a conceptual framework and four research propositions outlining customers’ resource integration approaches towards other customers during socialisation and service exchange, as informed by their institutions endorsing either self-reliant or compliant practices. Insight is also provided into the extent to which the resource integration approaches (transpiring against the background of customers’ engagement with firms’ self-service resources) may enable other customers to participate in meaningful service exchanges in the service ecosystem. Effectively, the framework advances business understandings of the distinct roles that customers may perform when socialising other customers about self-services. |
Audience | Trade Academic |
Author | Farquhar, Jillian Dawes Saunders, Stephen Graham van Tonder, Estelle |
Author_xml | – sequence: 1 givenname: Estelle surname: van Tonder fullname: van Tonder, Estelle email: 25621610@nwu.ac.za organization: Faculty of Economic and Management Sciences, North-West University, Potchefstroom, South Africa – sequence: 2 givenname: Stephen Graham surname: Saunders fullname: Saunders, Stephen Graham organization: Department of Marketing, Monash University, Melbourne, Victoria, Australia – sequence: 3 givenname: Jillian Dawes surname: Farquhar fullname: Farquhar, Jillian Dawes organization: School of Business, Law & Communications, Solent University, East Park Terrace, United Kingdom |
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