Lassila, E., Heikka, E.-L. and Nätti, S. (2023), "Supporting value co-creation through interaction during the pre-purchase customer journey: empirical evidence from B2B HR services", Journal of Business & Industrial Marketing, Vol. 38 No. 13, pp. 63-73. https://doi.org/10.1108/JBIM-12-2021-0552
Supporting value co-creation through interaction during the pre-purchase customer journey : empirical evidence from B2B HR services
|Author:||Lassila, Elina1; Heikka, Eija-Liisa1; Nätti, Satu1|
1Faculty of Economics and Business Administration, University of Oulu, Oulu, Finland
|Online Access:||PDF Full Text (PDF, 0.4 MB)|
|Persistent link:|| http://urn.fi/urn:nbn:fi-fe20230825107293
|Publish Date:|| 2023-08-25
Purpose: The purpose of this study is to examine the role of interaction in supporting value co-creation during pre-purchase customer journey stages when selling professional B-to-B services. First, value co-creation in professional service firms (PSFs) is reviewed, and, second, the role of interaction in the different stages of a customer’s pre-purchase journey is explored, specifically in the context of B-to-B human resource management services.
Design/methodology/approach: Qualitative, semi-structured interview data was collected from potential B2B customers of a PSF in question, providing a broad coverage of prospective clients in architecture, engineering and IT sector.
Findings: In general, the findings of this study indicate that interaction plays a crucial role in pre-purchasing stages of a customer journey. In particular, these findings form understanding of how various interaction channels and content support PSF’s ability to co-create value with its prospects.
Originality/value: The existing research tends to concentrate on how value is created for existing customers, and far less attention has been paid to the perspective of prospects. This study contributes theoretically by providing novel insights into the current literature on value co-creation in PSFs by providing an understanding of how interactions in pre-purchase phases affect the co-creation of value from the perspective of prospects, which is a less researched viewpoint. Empirically, this study offers managers much-needed, context-specific knowledge of PSFs by comparing differences and pulling together similarities from each customer journey stage of PSF prospects.
Journal of business & industrial marketing
|Pages:||63 - 73|
|Type of Publication:||
A1 Journal article – refereed
|Field of Science:||
512 Business and management
© Elina Lassila, Eija-Liisa Heikka and Satu Nätti. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode