Does communicating the customer’s resource integrating role improve or diminish value proposition effectiveness?

Sara Leroi-Weldens, Streukens Sandra, Yves Van Vaerenbergh, Christian Grönroos

Research output: Contribution to journalArticleScientificpeer-review

5 Citations (Scopus)

Abstract

Purpose
The purpose of this paper is to examine whether explicitly communicating the customer’s resource integrating role in value propositions improves or diminishes value proposition effectiveness.
Design/methodology/approach
Based on existing research on value propositions, three effectiveness criteria are used: role clarity, expected customer value, and purchase intention. Two experiments manipulating the presence of the customer’s resource integrating role in value propositions test the conceptual model in both an indirect interaction (Study 1, toothpaste, n=207) and a direct interaction context (Study 2, fitness program, n=228). Additionally, Study 2 includes the moderating role of resource availability.
Findings
Explicitly communicating the customer’s resource integrating role in value propositions increases customers’ role clarity, which in turn influences customer’s attitude toward the service and purchase intention through a service-related (i.e. expected benefits and expected efforts) and an ad-related (i.e. ad credibility and attitude toward the ad) route. However, these results only hold for customers high in resource availability.
Originality/value
This research provides initial empirical support for the often-stated claim that value propositions should include the (potential) value of the offering as well as the (resource integrating) role of the customer. Taking a broader perspective, this research provides initial empirical support for recent calls to develop marketing communication practices that facilitate value-in-use. This paper’s findings show that adopting service logic in marketing communications seems to improve value propositions’ effectiveness.
Original languageEnglish
Peer-reviewed scientific journalJournal of Service Management
Volume28
Issue number4
Pages (from-to)618-693
ISSN1757-5818
DOIs
Publication statusPublished - 2017
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management

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