Value co-creation among retailers and consumers: New insights into the furniture market |
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| Authors: | Luisa Andreu Isabel Sánchez Cristina Mele |
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| Institution: | 1. University of Vaasa, Department of Management, PO Box 700, FI-65101 Vaasa, Finland;2. Luleå University of Technology, Entrepreneurship and Innovation, Finland;3. Aalto University, School of Science, Dept. of Industrial Engineering and Management, P.O. Box 15500, FI-00076 Aalto, Finland;1. Coventry University, United Kingdom;2. Toulouse School of Management, France;3. University of the Aegean, Greece;4. Bournemouth University, United Kingdom;5. University of West Attica, Greece;1. The University of Melbourne, Parkville, 3010, Australia;2. University of California, Merced, 5200N Lake Rd., Merced, CA 95343, USA |
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| Abstract: | This paper aims to examine the applicability of a value co-creation framework that integrates the process view (customer, supplier and encounter value-creating processes), the actors’ view (the value facilitator and the value co-creator) and the role of customer knowledge in furniture retail stores using service-dominant (S-D) logic.We conducted multiple case studies to analyse retailers’ points of view and in-depth interviews to explore customers’ perspectives. Our research findings suggest that the proposed model can be effectively used to analyse value co-creation management in furniture firms, allowing researchers to identify the actions of retailers and customers and evaluate their matching. Even more importantly, this framework helps to foster value co-creation to increase the benefits for each participant during each stage of the relationship. |
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