Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.13/920519
- Using service logic to interpret customers' experiences during call centre interactions
- The University of Newcastle. Faculty of Business & Law, Newcastle Business School
- 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.
- 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)
- Australian and New Zealand Marketing Academy (ANZMAC)
- Resource Type
- conference paper