- Title
- Using service logic to interpret customers' experiences during call centre interactions.
- Creator
- Dean, Alison
- 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
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Resource Type
- conference paper
- Date
- 2009
- 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.
- Subject
- S-D logic; co-creation; value-in-use; call centres
- Identifier
- http://hdl.handle.net/1959.13/920519
- Identifier
- uon:9171
- Identifier
- ISBN:1863081585
- Language
- eng
- Full Text
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | ATTACHMENT01 | Publisher version (open access) | 66 KB | Adobe Acrobat PDF | View Details Download |