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Communication Skills that Support Value Creation: A Study of B2B Interactions between Customers and Customer Service Representatives.

Artikel i vetenskaplig tidskrift
Författare N. Salomonsson
A. Åberg
Jens Allwood
Publicerad i Industrial Marketing Management
Volym 41
Nummer/häfte 1
Sidor 145–155
ISSN 0019-8501
Publiceringsår 2012
Publicerad vid Institutionen för tillämpad informationsteknologi (GU)
Sidor 145–155
Språk en
Länkar dx.doi.org/10.1016/j.indmarman.2011...
https://gup.ub.gu.se/file/120666
Ämnesord Service-dominant logic; Valuecreation; Interaction; Communicative skills
Ämneskategorier

Sammanfattning

Although interaction has been acknowledged as central in valuecreation there is still a lack of empirical studies on how valuecreation is accomplished in practice, and in particular how communicative skillssupport customers' valuecreation. The purpose of this paper is therefore to generate a deeper understanding of how customer service representatives' communicative skills in conversations with customers support customers' valuecreation. We argue that value creating processes correspond to customers' roles as “feelers”, “thinkers” and “doers”. Accordingly, valuecreation involves three interdependent elements, an emotional, a cognitive and a behavioral. Based on a qualitative research design, drawing on an empirical study of 80 telephone conversations between customers and customer service representatives in a business-to-business context, the paper demonstrates three communicative skills that are essential in supporting customers' valuecreation: attentiveness, perceptiveness and responsiveness. The findings show how employees, by means of these communicative skillssupport customers' valuecreation. Attentiveness supports cognitive elements of the customers' value creating processes, whereas perceptiveness supportsvaluecreation in terms of cognitive, behavioral and emotional aspects. Finally, responsiveness supports the customer's cognitive as well as behavioral valuecreation.

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