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Leveraging operant resources of consumers: improving customer experiences or productivity?

Hilton, Toni (2008) Leveraging operant resources of consumers: improving customer experiences or productivity? The Marketing Review, 8 (4). pp. 359-366. ISSN 1469-347X

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Official URL: http://dx.doi.org/10.1362/146934708X378631

Abstract

This article explores the application of Service-Dominant logic to the provision of services and the implications for the consumer experience of services. In particular this paper considers the potential for the principles of S-D logic to undermine the consumer experience of services. The particular context examined here is that of the rapidly growing provision of self-service. Service organisations that rely upon the operant resources of customers to co-produce, rather than co-create, the service are cautioned to consider the customer experience. When service organisations concentrate on the operant resources of their customers there is a danger that the focus will be on improving customer productivity, to gain a competitive advantage through reduced servicing costs, which may result in lowering the perceived quality of the consumer experience. There is a need to distinguish between the co-production, or task-performance aspects, and the value co-creation process, or value-attributing aspects of the consumer service experience.

Item Type:Article
Research Community:University of Westminster > Westminster Business School
ID Code:7438
Deposited On:01 Feb 2010 12:08
Last Modified:01 Feb 2010 12:08

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