Corporate branding’s influence on front-line employee and consumer value co-creation in UK household consumer markets

General managers are presented with an extensive opportunity to innovate and gain market advantage from front-line employees (FLEs) and consumers working together to exchange services and co-create value. To do this, general managers need to understand more about what influences the content and quality of FLE and consumer service exchanges? What predisposes FLEs to commit to service exchange and value co-creation? And what organizational phenomena can general managers use to influence this predisposition? This article presents results from an empirical research study of FLEs employed by a firm that provides installation, servicing and emergency services to domestic households across the United Kingdom. The study reveals the importance of the firm’s corporate brand in its influence upon FLE’s sense of membershipand attachment to a firm (organizational identity) and the consequent effect of this on their predisposition for serviceexchange (organizational commitment), that is, whether FLEs want to remain in their role, because they feel they ought to,want to or they have too much to lose by leaving

A collaborative approach to forecasting product–service systems (PSS)

Copyright @ Springer-Verlag London Limited 2010. The final version of this article may be viewed at the link below.This paper examines the forecasting implications for product–service systems (PSS) applications in manufacturing firms. The approach taken is to identify the scope of operations for PSS applications by identifying all the activities associated with the service deployment in the telecom sector. The paper then develops a revenue model for manufacturing firms providing PSS applications. The revenue model identifies three generic revenue streams that provide the basis for discussion on the differences in forecasting approaches, including collaborative approaches based on PSS staff being geographically co-located

An Integrative Design Framework for New Service Development

Service innovation is focused on customer value creation. At its core, customer-centric service innovation in an increasingly digital world is technology-enabled, human-centered, and process-oriented. This requires a cross-disciplinary, holistic approach to new service design and development (NSD). This paper proposes a new service strategy-aligned integrative design framework for NSD. It correlates the underlying theories and principles of disparate but interrelated aspects of service design thinking: service strategy, concept, design, experience and architecture into a coherent framework for NSD, consistent with the service brand value. Application of the framework to NSD is envisioned to be iterative and holistic, accentuated on continuous organizational and customer learning. The preliminary framework's efficacy is illustrated using a simplified telecom case example. © Springer International Publishing Switzerland 2014

Measuring socio-demographic differences in volunteers with a value-based index: illustration in a mega event

The phenomenon of volunteering can be analysed as a consumer experience through the concept of value as a trade-off between benefits and costs. In event volunteering, both the expected value (pre-experienced) and the perceived value (post-experienced) of volunteering can be assessed. With this purpose, an online quantitative survey is conducted with a sample of 711 volunteers in a religious mega event, with questions related to five dimensions of their experience: efficiency, social value, play, spirituality and time spent. These five scales, properly tested are used for building a multidimensional index of both the expected and perceived value of the volunteer experience. ANOVAs test show significant differences on the index in both moments upon the socio-demographic profiles: negative expectations/experience balance by age, contrasted results by sex, and more experienced volunteers being more critical with the value experienced. Implications for event managers are proposed, in line with the motivation of volunteers

Neo-villeiny and the service sector: the case of hyper flexible and precarious work in fitness centres

This article presents data from a comprehensive study of hyper flexible and precarious work in theservice sector. A series of interviews were conducted with self-employed personal trainers alongwith more than 200 hours of participant observation within fitness centres in the UK. Analysis ofthe data reveals a new form of hyper flexible and precarious work that is labelled neo-villeiny inthis article. Neo-villeiny is characterized by four features: bondage to the organization; payment ofrent to the organization; no guarantee of any income; and extensive unpaid and speculative workthat is highly beneficial to the organization. The neo-villeiny of the self-employed personal traineroffers the fitness centre all of the benefits associated with hyper flexible work, but also mitigatesthe detrimental outcomes associated with precarious work. The article considers the potential foradoption of this new form of hyper flexible and precarious work across the broader service sector

Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth

Consumer–brand identification has received considerable attraction among scholars and practitioners in recent years. We contribute to previous research by proposing an integrative model that includes consumer–brand identification, customer satisfaction, and price image to investigate the interrelationships among these constructs as well as their effects on brand loyalty and positive word of mouth. To provide general results, we empirically test the model using a sample of 1443 respondents from a representative consumer panel and 10 service/product brands. The results demonstrate that identification, satisfaction, and price image significantly influence both loyalty and word of mouth. Moreover, we find significant interrelationships among the constructs: Identification positively influences both satisfaction and price image, which also increases satisfaction. By disclosing the relative importance of three separate ways of gaining and retaining customers, this study helps managers more appropriately choose the right mix of branding, pricing, and relationship marketing. From an academic point of view, our research is the first to explicitly examine the effects of the concept of identification for price management and to integrate variables from the fields of branding, relationship marketing, and behavioral pricing, which have separately been identified as particularly important determinants of marketing outcomes

Proposal, project, practice, pause: developing a framework for evaluating smart domestic product engagement

Smart homes are fast becoming a reality, with smart TVs, smart meters and other such “smart” devices/systems already representing a substantial household presence. These, which we collectively term “smart domestic products” (SDPs), will need to be promoted, adopted, and normalized into daily routines. Despite this, the marketing canon lacks a substantive discourse on pertinent research. We look to help correct this by melding ideas from organizational sociology, innovation diffusion and appropriation studies, and service dominant logic. Consequently, we suggest a framework for research that responds directly to the specific characteristics of SDPs. Using the SDP eco-system as a context, our framework emphasizes the interplay of embeddedness, practice, value and engagement. It comprises a four-stage horizontal/ longitudinal axis we describe as proposal, project, practice and pause. Cross-sectionally we focus on value, and combine aspects of existing thought to suggest how this impacts each stage of our engagement continuum. We subsequently identify perceived personal advantage as the resultant of these two axes and propose this as the key for understanding consumer and SDP sociomaterial engagement. This article also advances a definition of SDPs and ends with an agenda for further research