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How should customers be trained in their role as coproducers? The influence of training and its characteristics on the benefits of coproduction

Author

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  • Lionel Nicod

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Sylvie Llosa

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

This research examines the effect of customer training on the customer's role during service encounters. We examine its influence on coproduction outcomes from the standpoint of both the company (productivity) and the customer (customer satisfaction). The analysis of the influence of customer training is implemented in two stages. First, we establish that customer training improves the company's productivity without decreasing customer satisfaction. With this verified, we consider the content of training (cognitive vs cognitive and affective) and the medium deployed (employees vs digital). We then establish that training increases productivity more when its content is both cognitive and affective, whereas the medium has no effect. Conversely, when employees deliver training, customer satisfaction is higher, while training content has no effect on this variable. Results provide guidelines for enhancing the benefits for both companies and customers.

Suggested Citation

  • Lionel Nicod & Sylvie Llosa, 2018. "How should customers be trained in their role as coproducers? The influence of training and its characteristics on the benefits of coproduction," Post-Print hal-03513344, HAL.
    • Handle: RePEc:hal:journl:hal-03513344
    DOI: 10.1177/2051570718783151
    Note: View the original document on HAL open archive server: https://hal.science/hal-03513344
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    References listed on IDEAS

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    1. Joyce Justin Minja & Goodluck Charles & Omari K. Mbura, 2023. "The influence of co-production of entrepreneurship training programmes on the creative transfer of entrepreneurship skills," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 13(1), pages 1-12, December.
    2. Lionel Nicod & Sylvie Llosa & David Bowen, 2020. "Customer proactive training vs customer reactive training in retail store settings: Effects on script proficiency, customer satisfaction, and sales volume," Post-Print hal-02490363, HAL.
    3. Nicod, Lionel & Llosa, Sylvie & Bowen, David, 2020. "Customer proactive training vs customer reactive training in retail store settings: Effects on script proficiency, customer satisfaction, and sales volume," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).

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