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Managing customer participation through customer education

Temerak, M.S., Winklhofer, H., Hibbert, S. (2009) Managing customer participation through customer education. In: Proceedings of the 2009 Naples Forum on Service-Dominant Logic, Service Science and Network Theory. . SIMAS di Salerno for Naples Forum on Service (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)
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Abstract

With the acknowledgement that customers are co-creators of value (Vargo and Lusch, 2004) has come greater prominence for customer education as a crucial aspect of communications that contributes to the management of customers’ participation. This paper proposes an overarching model of the relationship between customer education and customer participation, based on a review of the extant literature. The model consists of four basic parts, namely, forms of customer education, forms of customer participation, psychological mechanisms mediating customer education-participation relationships and contextual factors moderating customer education effects. A review of the extant literature reveals relationships that have been conceptualised and

empirically examined; it explores research methods, design, measurement and sampling issues and considers fragmentation in the literature that has left gaps in current knowledge and even obscured our understanding of the customer educationparticipation relationship. The paper concludes with an agenda for future research in this area.

Item Type: Conference or workshop item (Proceeding)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Mohamed Hassan
Date Deposited: 31 Oct 2019 15:40 UTC
Last Modified: 04 Nov 2019 14:57 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/78127 (The current URI for this page, for reference purposes)
Temerak, M.S.: https://orcid.org/0000-0002-9128-6715
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