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- Durrande-Moreau, Agnés, et al.
(författare)
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What drives customer value in composed service systems? The case of mountain resorts
- 2012
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Ingår i: Marketing, Strategy, Economics, Operations and Human Resources.
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Konferensbidrag (refereegranskat)abstract
- This paper focuses on composed service systems (CSS), when a macro-entity - such as resorts, malls or universities - offers a range of services provided by several businesses. The aim is to understand how customers create value and combine their own resources with the resources offered by providers. A qualitative study was conducted in the context of mountain resorts during the summer season, tourists were interviewed during their stay. The analysis identifies three main categories of value drivers: activities, interactions and others. The analysis also reveals that tourists appreciate business-organised activities (restaurant, sport club…) as well as self-organised activities (picnic, hiking …). They combine their own resources with the ones of the various providers and of the resort (nature, walking paths …). The paper contributes to a new empirically based conceptualisation of customers’ resource integration and value co-creation. We emphasize value drivers in the continuum provider-defined/customer-defined value co-creation processes and what this requires in terms of design of a supporting CSS. The conclusion argues that the findings can apply to any CSS and pave the way for service innovation.
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