Communication effectiveness of firm and customer participation behaviors to co-create value: The role of customer operant resources

Abstract

Value is co-created and determined by customers. Customer operant resources are very important for service value co-creation and determination activities. Customer operant resources consist of 3 types - cultural, social and physical resources. Results of this empirical research indicate that in the service process, firms have the opportunity to affect customers’ cultural and physical resources through communication effectiveness. These are also two types of customer operant resources that positively affect customers’ service value co-creation participation behaviors The type of customer social operant resource indirectly affects customer participation behavior by increasing customers’ cultural and physical resources. Some managerial implications are also discussed in this article.

Keywords

• doanh nghiệp
• hành vi tham gia đồng tạo sinh giá trị
• hiệu quả giao tiếp thông tin
• khách hàng
• nguồn lực tương tác