IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v146y2022icp241-250.html
   My bibliography  Save this article

How to create more customer value in independent shops: A set-theoretic approach to value creation

Author

Listed:
  • Peng, Peng
  • Jacobs, Sofie
  • Cambré, Bart

Abstract

The purpose of this essay is to study different pathways to high customer episode/relationship values using qualitative comparative analysis (QCA) based on 93 cases of customers who visited independent coffee shops in South China. The results demonstrate that a high level of episode/relationship value can be produced through multiple configurations of a customer’s personal characteristics, value co-creation behaviours, and employee citizenship behaviours toward the customer. The key conclusions indicate that, to achieve a high episode value, employee citizenship behaviours toward customers (OCB-C) are key factors, and customers’ citizenship behaviours (CCB) and/or OCB-C are essential to producing high relationship values. In addition, high agreeableness, high openness, and low conscientiousness play important roles in achieving a high level of episode/relationship value. This study contributes to the advancement of the value co-creation theory by providing configurational insights.

Suggested Citation

  • Peng, Peng & Jacobs, Sofie & Cambré, Bart, 2022. "How to create more customer value in independent shops: A set-theoretic approach to value creation," Journal of Business Research, Elsevier, vol. 146(C), pages 241-250.
    • Handle: RePEc:eee:jbrese:v:146:y:2022:i:c:p:241-250
    DOI: 10.1016/j.jbusres.2022.03.066
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322003034
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.03.066?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Fellesson, Markus & Salomonson, Nicklas, 2016. "The expected retail customer: Value co-creator, co-producer or disturbance?," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 204-211.
    2. Ragin, Charles C., 2000. "Fuzzy-Set Social Science," University of Chicago Press Economics Books, University of Chicago Press, edition 1, number 9780226702773.
    3. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
    4. Navarro, Susana & Llinares, Carmen & Garzon, Dolores, 2016. "Exploring the relationship between co-creation and satisfaction using QCA," Journal of Business Research, Elsevier, vol. 69(4), pages 1336-1339.
    5. María Teresa Ballestar & Pilar Grau-Carles & Jorge Sainz, 2019. "Predicting customer quality in e-commerce social networks: a machine learning approach," Review of Managerial Science, Springer, vol. 13(3), pages 589-603, June.
    6. Yi, Youjae & Nataraajan, Rajan & Gong, Taeshik, 2011. "Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention," Journal of Business Research, Elsevier, vol. 64(1), pages 87-95, January.
    7. Yi, Youjae & Gong, Taeshik, 2013. "Customer value co-creation behavior: Scale development and validation," Journal of Business Research, Elsevier, vol. 66(9), pages 1279-1284.
    8. repec:ucp:bkecon:9780226702766 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Grossman, Ori & Rachamim, Matti, 2024. "How can coffee shops draw customers back after COVID-19? the influence of psychological distance on coffee versus tea preference," Journal of Business Research, Elsevier, vol. 172(C).
    2. Lin, Chiou-Shiu & Jin, Ming & Huang, Pei-Chi & Xiao, Ran, 2023. "Does it take two to tango? The joint role of high-performance work systems and ethical leadership," Journal of Business Research, Elsevier, vol. 156(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 0. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
    2. Trong Tuan Luu, 2019. "CSR and Customer Value Co-creation Behavior: The Moderation Mechanisms of Servant Leadership and Relationship Marketing Orientation," Journal of Business Ethics, Springer, vol. 155(2), pages 379-398, March.
    3. Delpechitre, Duleeep & Beeler-Connelly, Lisa L. & Chaker, Nawar N., 2018. "Customer value co-creation behavior: A dyadic exploration of the influence of salesperson emotional intelligence on customer participation and citizenship behavior," Journal of Business Research, Elsevier, vol. 92(C), pages 9-24.
    4. Georgia Katsifaraki, 2018. "Value creation in the market ecosystem: A Service-Dominant logic perspective," University of Cyprus Working Papers in Economics 14-2018, University of Cyprus Department of Economics.
    5. Barbara Aquilani & Cecilia Silvestri & Alessandro Ruggieri, 2016. "Sustainability, TQM and Value Co-Creation Processes: The Role of Critical Success Factors," Sustainability, MDPI, vol. 8(10), pages 1-23, October.
    6. Mitrega, Maciej & Klézl, Vojtěch & Spáčil, Vojtěch, 2022. "Systematic review on customer citizenship behavior: Clarifying the domain and future research agenda," Journal of Business Research, Elsevier, vol. 140(C), pages 25-39.
    7. Rafael Robina-Ramírez & Ana Leal-Solís & José Amelio Medina-Merodio & Rosa Estriegana-Valdehita, 2023. "From satisfaction to happiness in the co-creation of value: the role of moral emotions in the Spanish tourism sector," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3783-3804, August.
    8. Le Nguyen Hau & Pham Ngoc Tram Anh & Pham Ngoc Thuy, 2017. "The effects of interaction behaviors of service frontliners on customer participation in the value co-creation: a study of health care service," Service Business, Springer;Pan-Pacific Business Association, vol. 11(2), pages 253-277, June.
    9. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 2020. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 466-480, July.
    10. Yi-Ching Hsieh & Hung-Chang Chiu & Yun-Chia Tang & Wei-Yun Lin, 2018. "Does Raising Value Co-creation Increase All Customers’ Happiness?," Journal of Business Ethics, Springer, vol. 152(4), pages 1053-1067, November.
    11. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    12. Aminjonova, Gulrukhsor & Khasanova, Dilfuzakhon, 2024. "How Perceived CSR Drives Customer Value Co-Creation in E-Commerce: Examining the Moderating Effect of Gender and the Mediating Effect of Satisfaction," SocArXiv 69cdm_v1, Center for Open Science.
    13. Dziewanowska Katarzyna & Kacprzak Agnieszka, 2023. "The Influence of Engagement in Value Co-Creation on E-Learning Experience and Student Satisfaction: An Empirical Study," Marketing of Scientific and Research Organizations, Sciendo, vol. 48(2), pages 61-80, June.
    14. Kumju Hwang & Bora Lee & Juhee Hahn, 2020. "Green Restaurant Consumers’ Pride and Social Healthy Narcissism Influencing Self-Actualization and Self-Transcendence That Drive Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(24), pages 1-19, December.
    15. Agnieszka Izabela Baruk, 2021. "Prosumers’ Needs Satisfied Due to Cooperation with Offerors in the Context of Attitudes toward Such Cooperation," Energies, MDPI, vol. 14(22), pages 1-16, November.
    16. Emmanuel Silva Quaye & Cleopatra Taoana & Russell Abratt & Peter Anabila, 2022. "Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 363-382, July.
    17. F. O. Awuor & P. O. Hayombe & M. A. Ayieko & S. G. Agong, 2015. "Experiential value co-creation: what’s the significance of the co-created value to providers?," International Journal of Business and Social Research, LAR Center Press, vol. 5(10), pages 1-9, Octomber.
    18. Sahi, Gurjeet Kaur & Devi, Rita & Gupta, Mahesh C. & Cheng, T.C.E., 2022. "Assessing co-creation based competitive advantage through consumers’ need for differentiation," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    19. Ye Sang & Eunkyoung Han, 2023. "A win‐win way for corporate and stakeholders to achieve sustainable development: Corporate social responsibility value co‐creation scale development and validation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1177-1190, May.
    20. Hussam Al Halbusi & Pedro Jimenez Estevez & Tan Eleen & T. Ramayah & Md Uzir Hossain Uzir, 2020. "The Roles of The Physical Environment, Social Servicescape, Co-Created Value, and Customer Satisfaction in Determining Tourists’ Citizenship Behavior: Malaysian Cultural and Creative Industries," Sustainability, MDPI, vol. 12(8), pages 1-23, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:146:y:2022:i:c:p:241-250. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.