Victor Saha, Linda D. Hollebeek, Mani Venkatesh, Praveen Goyal and Moira Clark
Value co-creation (VCC) represents actors’ joint, communal or shared value-creating processes. However, while existing research has advanced important VCC-based insight, the use…
Abstract
Purpose
Value co-creation (VCC) represents actors’ joint, communal or shared value-creating processes. However, while existing research has advanced important VCC-based insight, the use of differing metatheoretical lenses to study VCC incurs a risk of theoretical fragmentation, thus potentially hampering this research stream’s continued development. We, therefore, undertake an in-depth review of the corpus of VCC research that focuses on its common conceptual underpinnings as anchored in differing perspectives.
Design/methodology/approach
To explore this objective, we undertake an extensive review of extant VCC literature, based on which we develop an integrative conceptual framework of VCC.
Findings
We propose an integrative, metatheory-unifying definition and framework of VCC that reflect its core hallmarks and dynamics across its adopted theoretical perspectives. Based on the framework, we also derive a set of fundamental propositions (FPs) that synthesize VCC’s core tenets.
Research limitations/implications
VCC conceptualizations grounded in differing metatheoretical perspectives reveal the concept’s core interactive, value-creating nature across metatheoretical perspectives. Though VCC emanates from interactivity between any actor constellation, unifying different metatheories of VCC uncovers important insight.
Practical implications
The study suggests that for effective value co-creation, managers need to establish agreed-upon institutional arrangements, facilitate positive actor relationships and experiences and address challenges like collaboration, transparency, empathy and skill development while ensuring that affective, cognitive, economic and social dimensions of success are met for all actors involved. Successful initiatives require seamless communication, mutual understanding, cost-benefit favorability and public recognition of contributions.
Originality/value
Given VCC’s rising strategic importance, a plethora of studies have investigated this concept from differing metatheoretical perspectives, yielding potential VCC-based fragmentation. Addressing this gap, we take stock of the VCC literature with a view to distilling the concept’s core, trans-metatheoretical hallmarks, as synthesized in the proposed framework and FPs of VCC.
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Linda D. Hollebeek, Tripti Ghosh Sharma, Ritesh Pandey, Priyavrat Sanyal and Moira K. Clark
In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a prominent…
Abstract
Purpose
In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a prominent position in brand management research and practice. Correspondingly, scholars have explored CE’s conceptualization, operationalization and its nomological networks as informed by different theoretical perspectives. However, in spite of important advances, the knowledge structure of the overall corpus of CE research remains tenuous. Therefore, the purpose of this paper is to explore the intellectual structure of CE research.
Design/methodology/approach
Based on this gap, this study deploys bibliometric and network analysis to map CE’s literature-based landscape. Using bibliometric analysis, important CE-publishing journals, authors and influential CE articles (2005–2020) are uncovered. Using network analysis, prominent CE themes are also unearthed.
Findings
The results document key CE-publishing journals and authors and their respective contributions to the literature. Five CE themes are also identified, including CE measurement/methods, online CE, CE’s value co-creating capacity, CE conceptualization and customer/consumer brand engagement. Further, an agenda for future CE research is provided based on the presented network analysis results.
Practical implications
The reported findings generate important implications for brand managers. For example, the identified critical role of online (vs offline) CE offers a range of strategic opportunities, as outlined.
Originality/value
This paper offers a pioneering bibliometric and network analysis of the CE literature, thus mapping the field. From the identified CE themes, important avenues for further CE research are also identified.
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Sarah-Louise Mitchell and Moira Clark
This paper aims to explore how volunteers choose one nonprofit organisation (NPO) rather than another. It identifies the drivers of choice, and the relationship between them, to…
Abstract
Purpose
This paper aims to explore how volunteers choose one nonprofit organisation (NPO) rather than another. It identifies the drivers of choice, and the relationship between them, to enable NPOs to strengthen their volunteer recruitment.
Design/methodology/approach
A total of 51 service-delivery volunteers were interviewed, drawn from 5 leading NPOs. A laddering technique was used to understand the context in which the choice of organisation was made and the underlying personal needs and goals. The data was analysed using means-end chain (MEC) methodology to uncover the relationships between, and hierarchy of, the decision drivers.
Findings
Brand, cause, and role were found to be important in meeting personal needs and goals through volunteering. The paper makes three contributions. Firstly, it presents a clearer understanding of NPO choice through adopting an integrated theoretical perspective. Secondly, it identifies the decision-making process and key relationships between the attributes of the NPO, the consequences for the volunteer, and the connection to their personal needs. Finally, the study makes an important contribution to literature through presenting a new conceptual framework of volunteer decision-making in the nonprofit context to act as a catalyst for future research.
Research limitations/implications
This research is both impactful through, and limited by, its context selection: regular service-delivery volunteers from five NPOs within two causes. The paper presents a rich research stream to extend this understanding to other nonprofit stakeholders, other causes including medical volunteer, and smaller NPOs.
Practical implications
In an increasingly competitive nonprofit environment with a growing need to support the vulnerable in society, NPO sustainability is dependent on their ability to recruit new volunteers. NPOs compete not only with other organisations with similar causes but also those offering similar volunteering roles, and other uses of time to meet personal needs such as sport, career, or community. Understanding how volunteers make their choice of NPO rather than other uses of their time is of vital importance to make the most effective use of scarce marketing resources. This paper contributes to that practitioner understanding.
Originality/value
To the best of the authors’ knowledge, this study is the first to extend the understanding of generic motivations of volunteers to consider specific choice of NPO. Unlike previous literature, the authors bring together theory on brand, cause, and role with personal needs. The authors are also the first to apply MEC methodology to the nonprofit context to uncover the personal underlying, less salient reasons behind NPO choice and the relationship between them.
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Linda D. Hollebeek, Dale L.G. Smith, Edward Kasabov, Wafa Hammedi, Alexander Warlow and Moira K. Clark
While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important…
Abstract
Purpose
While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important knowledge gap regarding its manifestation under less regular conditions, including disaster/pandemics. This study, therefore, aims to explore CBE with essential/non-essential service during COVID-19-prompted citizen lockdown.
Design/methodology/approach
Based on a review, the authors develop a framework of lockdown-based CBE with essential/non-essential service interactions, which are conceptualized by their respective capacity to meet differing needs in Maslow’s hierarchy. The authors view lockdown-based essential/non-essential service interactions to differentially impact CBE, as summarized in a set of propositions.
Findings
The framework depicts lockdown-based essential/non-essential service interactions and their respective impact on CBE. The authors propose two essential service modes (i.e. socially distant/platform-mediated interactions) and two non-essential service modes (i.e. service closure/platform-mediated interactions), which the authors hypothesize to differently affect CBE. Moreover, the authors view the associations between our lockdown-based service modes and CBE to be moderated by customers’ regulatory focus (i.e. promotion/prevention), as formalized in the propositions.
Research limitations/implications
Given the authors’ focus on lockdown-based CBE, this paper adds unique insight to the literature. It also raises ample opportunities for further study, as outlined.
Practical implications
This study yields important managerial implications, including the suggested adoption of differing tactics/strategies to leverage promotion/prevention-focused customers’ brand engagement during lockdown.
Originality/value
By exploring the effects of lockdown-based essential/non-essential service modes on promotion/prevention-focused customers’ brand engagement, this paper adds novel insight.
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Sarah-Louise Mitchell and Moira K. Clark
A significant management issue for nonprofit organisations (NPOs) is the disconnect between services beneficiaries and the funders of those services. Individual donors and…
Abstract
Purpose
A significant management issue for nonprofit organisations (NPOs) is the disconnect between services beneficiaries and the funders of those services. Individual donors and fundraisers provide the resources to enable other people (or animals) to be supported. The purpose of this paper is to address this service management challenge through new types of customer service interactions that bring together service donors and service recipients through innovative digital communication.
Design/methodology/approach
Based on a review, and illustrated by recent examples of innovative best practice, the authors develop a new conceptual framework for understanding the relationship between customer participation and service brand communication.
Findings
The paper starts by identifying the problem of “nonprofit service disintermediation”. The paper also outlines the inadequacies of popular frameworks of communication, widely taught in business schools, to understand the new reality of customer-service organisation engagement in the digital age. Through adopting a customer engagement lens, the paper develops a new conceptual framework for understanding the relationship between customer participation and service brand communication.
Research limitations/implications
Given the authors’ focus on the intersection between new communication opportunities and customer service interactions, this paper adds novel insight to theory and raises important implications for management.
Originality/value
The paper explores how, through these new communication interactions, engagement with, and loyalty to, the brand is built over time in a fluid and dynamic way. It identifies a disintermediated relationship, distinct to other service contexts, but significant in terms of value and social impact.
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Linda D. Hollebeek, Choukri Menidjel, Omar S. Itani, Moira K. Clark and Valdimar Sigurdsson
This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role…
Abstract
Purpose
This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role of perceived safety in the relationship between PBC and CE in the self-driving car (SDC) context.
Design/methodology/approach
To test the model, a sample of 368 consumers was deployed using partial least-squares structural equation modeling (PLS-SEM).
Findings
The findings reveal that consumers' SDC engagement mediates the relationship between PBC and their intent to purchase an SDC. Consumer-perceived SDC safety also moderates the association of PBC/engagement.
Originality/value
While prior research has examined consumer-based drivers of SDC adoption, understanding of consumers' SDC engagement-related dynamics and outcomes lags behind. Addressing this gap, we propose and test a model that explores consumers' SDC engagement vis-à-vis its drivers (perceived SDC safety/behavioral control) and outcomes (SDC purchase intent).
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Abstract
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Sandra K Abell and Katherine S Cennamo
This chapter details our story of developing and using a series of videocases in elementary science teacher preparation. The Reflecting on Elementary Science videocases provide…
Abstract
This chapter details our story of developing and using a series of videocases in elementary science teacher preparation. The Reflecting on Elementary Science videocases provide models of best practices in reform-based elementary science teaching. They reduce the complexity of teaching into a manageable story situated in a specific context, so that preservice teachers can uncover and reflect upon their theories about science learning and teaching. Through an accompanying research program, we have found that the videocases perturb student thinking and catalyze them to think like a teacher as they refine their science education theories.
Concerned with modelling the impact of customer‐employee relationships on customer retention rates in a major UK retail bank. Reveals that employee and customer perceptions of…
Abstract
Concerned with modelling the impact of customer‐employee relationships on customer retention rates in a major UK retail bank. Reveals that employee and customer perceptions of service quality are related to customer retention rates and that employee and customer perceptions of service quality are related to each other.