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Title: Communicative skills that support value creation: A study of B2B interactions between customers and customer service representatives
Authors: Salomonson, Nicklas
Åberg, Annika
Allwood, Jens
Department: University of Borås. School of Business and IT
Issue Date: 2012
Journal Title: Industrial Marketing Management
ISSN: 0019-8501
Volume: 41
Issue: 1
Pages: 145-155
Publisher: Elsevier
Media type: text
Publication type: article, peer reviewed scientific
Keywords: service-dominant logic
value creation
communicative skills
Subject Category: Subject categories::Social Sciences::Economics and Business::Business Administration
Area of Research: Service management
Industrial marketing
Customer service
Strategic Research Area: Business and IT
Abstract: Although interaction has been acknowledged as central in value creation there is still a lack of empirical studies on how value creation is accomplished in practice, and in particular how communicative skills support customers' value creation. The purpose of this paper is therefore to generate a deeper understanding of how customer service representatives' communicative skills in conversations with customers support customers' value creation. We argue that value creating processes correspond to customers' roles as “feelers”, “thinkers” and “doers”. Accordingly, value creation involves three interdependent elements, an emotional, a cognitive and a behavioral. Based on a qualitative research design, drawing on an empirical study of 80 telephone conversations between customers and customer service representatives in a business-to-business context, the paper demonstrates three communicative skills that are essential in supporting customers' value creation: attentiveness, perceptiveness and responsiveness. The findings show how employees, by means of these communicative skills support customers' value creation. Attentiveness supports cognitive elements of the customers' value creating processes, whereas perceptiveness supports value creation in terms of cognitive, behavioral and emotional aspects. Finally, responsiveness supports the customer's cognitive as well as behavioral value creation.
DOI: 10.1016/j.indmarman.2011.11.021
Sustainable development: -
Appears in Collections:Artiklar och rapporter / Articles and reports (Business Administration)

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