Individual customers' use and integration of resources: Empirical findings and organizational implications in the context of value co-creation

Steve Baron, Gary Warnaby

    Research output: Contribution to journalArticlepeer-review

    Abstract

    This article addresses the call for empirical work to contribute to the ongoing critique of service-dominant (S-D) logic, and for an assessment of its potential reach to practitioners. It examines the appropriateness of a model of the resource-based view of consumers in an organizational context - the British Library (BL) - and concludes that the model can be adapted to include individual customers with varying motivations (personal/business) for using the BL's services. A detailed analysis of individual customer's operant resources (enabled through access to 565 messages posted to a BL user support forum) provided a different lens through which the organization could consider strategies to support value co-creation. The outcomes, from a collaborative research process, with executives and senior managers of BL, suggest that a sub-division of customer operant resources into physical, cultural and social has empirical support and managerial relevance, and that a focus on individual customer resources can provide insights into how to manage co-creation of value. © 2010 Elsevier Inc.
    Original languageEnglish
    Pages (from-to)211-218
    Number of pages7
    JournalIndustrial Marketing Management
    Volume40
    Issue number2
    DOIs
    Publication statusPublished - Feb 2011

    Keywords

    • British Library
    • Co-creation of value
    • Customer operant resources
    • Service-dominant logic

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