Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.13/920519

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Title
Using service logic to interpret customers' experiences during call centre interactions
Author/Creator
Dean, Alison
Institution
The University of Newcastle. Faculty of Business & Law, Newcastle Business School
Description
In the co-creation of value by firms and their customers, interactions serve as an important foundation for ongoing value-in-use. This study aims first, to explore customers’ positive and negative experiences of interactions with frontline employees; and second, to interpret the findings using service logic. Responses to open-ended questions were collected via mail survey from two types of call centre customers, end consumers of insurance (n=289) and business customers of a bank (n=325). Both types of customers demonstrated similar concerns but a different emphasis. End consumers were preoccupied with value co-creation during the interaction, while business customers focused more on the outcome, and further value-in-use. The paper interprets the findings using Grönroos’ value creation model, and includes managerial implications.
Relation
Australian and New Zealand Marketing Academy Conference 2009 (ANZMAC 2009). Proceedings of the Australian and New Zealand Marketing Academy Conference 2009 (Melbourne 30 November - 2 December, 2009)
Relation
http://www.duplication.net.au/ANZMAC09/Menu.html
Date
2009
Publisher
Australian and New Zealand Marketing Academy (ANZMAC)
Keyword(s)
S-D logic;  co-creation;  value-in-use;  call centres
Resource Type
conference paper
Identifier
http://hdl.handle.net/1959.13/920519
Identifier
ISBN:1863081585
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"Using service logic to interpret customers' experiences during call centre interactions"
 
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