Strategies for creating value through individual and collective customer experiences

Heinonen, Kristina and Campbel, Colin and Ferguson, SarahLord,(2019), Strategies for creating value through individual and collective customer experiences. , Business Horizons, UNSPECIFIED

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Despite tremendous interest in how online communities create value, existing research tends to focus on limited means through which such value is generated. In this article, we develop a conceptual model of customer value formation. This model rests on two dimensions, namely whether value is formed in the customer or provider domain and whether the value is individual or collective in nature. This enables value formation to be characterized in four ways and enables a more nuanced view of value formation to emerge. Firms are encouraged to reflect on their efforts to support each of the four value formation types. In particular, our conceptualization challenges companies to consider customer contexts outside of customer-firm interaction as important sources of value creation for customers. Such reflection enables practitioners to develop strategies for supporting individual and collective value creation across both the customer and provider domains
Keywords : Online communities, Customer value analysis, Service value, Customer value, UNSPECIFIED
Journal or Publication Title: Business Horizons
Volume: 62
Number: 1
Item Type: Article
Subjects: Manajemen
Depositing User: Endhar Priyo Utomo
Date Deposited: 20 Dec 2019 01:06
Last Modified: 20 Dec 2019 01:06

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