Co-creating educational consumer journeys: A sensemaking perspective
通过一家精品咖啡店的民族志研究，揭示了员工与消费者如何通过七种实践共同创造教育性消费者旅程，并扮演教育者、学生和同伴三种角色，为理解消费者教育作为动态意义共同创造过程提供了新视角。
Abstract To date, customer education has been framed in terms of one-way information provision, at odds with much of the literature on meaning co-creation. Drawing on an ethnography of a specialty coffee purveyor, we show how staff and consumers co-create educational consumer journeys through the deployment of seven practices: auditing, realignment, marrying competing logics, negotiating scripts, evangelizing, expanding collective knowledge, and impression management. These practices require staff and consumers to enact three different educational roles (educator, student, and peer), which are necessary for the co-creation and extension of consumer journeys. The roles, practices and the journeys themselves emerge iteratively through sensebreaking, sensegiving, and sensemaking processes among staff, consumers and the servicescape. Our findings frame customer education as a dynamic process in which meaning is co-created between participants. Furthermore, the cues and touchpoints needed for meaning-making shift as power relations between participants change. Managerially, these findings highlight the potential of co-created educational consumer journeys to expand established market categories.