The Library
The challenge of communicating reciprocal value promises : buyer-seller value proposition disparity in professional services
Tools
Baumann, Jasmin, Le Meunier-FitzHugh, Kenneth and Wilson, Hugh N. (2017) The challenge of communicating reciprocal value promises : buyer-seller value proposition disparity in professional services. Industrial Marketing Management, 64 . pp. 107-121. doi:10.1016/j.indmarman.2017.02.002 ISSN 0019-8501.
Research output not available from this repository.
Request-a-Copy directly from author or use local Library Get it For Me service.
Official URL: http://dx.doi.org/10.1016/j.indmarman.2017.02.002
Abstract
This study explores the communication of reciprocal value propositions in buyer-seller interaction and examines whether each party's value proposition is congruent with the value sought by their respective counterpart. Through 31 in-depth interviews with customers and salespeople from six professional service organizations, it was found that while both parties deliberately articulate value propositions, thereby initiating the co-creation process, there are some surprising disparities in the value dimensions offered by the salesperson. Although the customer's value proposition is largely consistent with the value sought by the seller, a marked discrepancy was encountered in the reverse case (i.e. between the seller's value proposition and the buyer's desired value). These findings indicate a significant misalignment between the seller's value proposition and actual co-creative behavior that can impede the subsequent collaboration and resource integration between the two parties, which could lead to customer dissatisfaction and potentially even service failure.
Item Type: | Journal Article | ||||||||
---|---|---|---|---|---|---|---|---|---|
Divisions: | Faculty of Social Sciences > Warwick Business School | ||||||||
Journal or Publication Title: | Industrial Marketing Management | ||||||||
Publisher: | Elsevier | ||||||||
ISSN: | 0019-8501 | ||||||||
Official Date: | July 2017 | ||||||||
Dates: |
|
||||||||
Volume: | 64 | ||||||||
Page Range: | pp. 107-121 | ||||||||
DOI: | 10.1016/j.indmarman.2017.02.002 | ||||||||
Status: | Peer Reviewed | ||||||||
Publication Status: | Published | ||||||||
Access rights to Published version: | Restricted or Subscription Access | ||||||||
Related URLs: |
Request changes or add full text files to a record
Repository staff actions (login required)
View Item |