Service flexibility: conceptualizing value creation in service
(English)In: Journal of Service Theory and Practice, ISSN 2055-6225Article in journal (Refereed) Accepted
Purpose – The purpose of this paper is to analyze the subject-specific literature on service and flexibility and derive a conceptualization of the linkages between provider flexibility and customer value creation.
Design/methodology/approach – The authors analyze existing perspectives on service and flexibility and propose linkages between provider flexibility and customer value creation.
Findings – Drawing on the service logic literature, and utilizing real-world examples, this paper advances propositions and a conceptual model of how flexibility can contribute to value creation.
Research limitations/implications – This article establishes the basis for a practical and applicable flexibility perspective on value creation. It is particularly important for service-oriented providers and other firms operating in dynamic contexts.
Practical implications – The propositions and conceptual model offer suggestions on the manner in which provider flexibility contributes to customer value creation. Contextual influences that moderate provider flexibility in value creation are also included.
Originality/value – This paper contributes a novel perspective on service, which may serve as the starting point for the development of a more formal flexibility perspective on value creation.
Flexibility, service, service logic, value creation, value co-creation
Research subject Business Administration
IdentifiersURN: urn:nbn:se:su:diva-122411OAI: oai:DiVA.org:su-122411DiVA: diva2:866077