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Customers as Resource Integrators: Toward a Model of Customer Learning

Hibbert, S., Winklhofer, H., Temerak, M.S. (2012) Customers as Resource Integrators: Toward a Model of Customer Learning. Journal of Service Research, 15 (3). pp. 247-261. ISSN 1094-6705. (doi:10.1177/1094670512442805) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1177/1094670512442805

Abstract

It is widely accepted that customers derive value through resource integration, by integrating their own resources with those provided by organization and other network actors. This perspective implies that customers must acquire the necessary skills and knowledge to be effective resource integrators as they engage in activities that facilitate or create value. Supporting customer learning, then, is a pressing new challenge for firms that recognize customers engage in resource integration in the course of their value-creating processes. This article builds on an interactive model of self-directed learning to develop a model of customer learning for resource integration that identifies the characteristics of learning contexts, interactive elements of the learning process and links learning to customers' effectiveness in resource integration activities. A future research agenda is set out, organized around the elements of our conceptualization that can generate much required managerial insights into the interactive process-based nature of customer learning and customers' effectiveness as resource integrators. For practitioners who recognize the resource integration roles customers play, the authors raise a set of questions that will assist in developing marketing programs that support customer learning. © The Author(s) 2012.

Item Type: Article
DOI/Identification number: 10.1177/1094670512442805
Uncontrolled keywords: cocreation, customer education, customer learning, customer participation, resource integration, value creation
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Tracey Pemble
Date Deposited: 20 Aug 2019 11:49 UTC
Last Modified: 20 Aug 2019 11:49 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/75709 (The current URI for this page, for reference purposes)
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