Managing Customer Resource Endowments and Deficiencies for Value Cocreation: Complex Relational Services
研究了客户在服务过程中带来的资源禀赋与不足，以及这些资源如何与服务提供者的风格匹配，从而影响价值共创。基于金融规划和医疗保健领域的调查数据，发现服务提供者风格的最佳区分依据是客户资源组合而非单一资源类型。
The resources that customers have and are able to contribute or utilize may influence, shape, and determine the support that they receive from service providers. Yet, there is limited knowledge on the types of resources customers bring into the service process, that is, customer resource endowments and deficiencies, and how these relate to the service offered by providers. This study thus investigates the interplay and mobilization of specific resources between the customer and the service provider. Drawing on data from two online surveys in the financial planning and health-care contexts, the results demonstrate the fit between customer competencies measured in terms of sense of ownership, personal commitment, time availability, perceived complexity of situation, service-related skills, education, risk tolerance, and economic resources and the various service provider styles for value cocreation. Specifically, the discriminant maps show that service provider styles can best be differentiated not on the basis of a particular type of resource (i.e., physical, cultural, or economic) but rather according to a constellation of customer resource endowments and deficiencies. The insights provide unique opportunities for organizations to tailor support to customers’ resources and thus enhance value cocreation efforts.