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EMAC 2019 Annual Conference

Jobs-To-Be-Done for Enhancing Value Co-Creation: Empirical Findings in Retailing

Published: May 28, 2019


Franziska Kullak, University of Bayreuth; Herbert Woratschek, University of Bayreuth


Value Co-Creation; Jobs-To-Be-Done; Retailing


Customer centricity, as one focal strategic approach to foster customer experience, tends to be rather firm centric and focuses on the production and selling of goods. Besides improving the product, companies more importantly need to take on the perspective of Service-Dominant Logic (SDL) and understand how to help customers to accomplish a goal or solve a problem (job) in a given situation in order to enhance value co-creation and thus, customer experience. Therefore, we empirically apply the Jobs-To-Be-Done (JTBD)-approach, as a complementary perspective to SDL, in the context of retailing and investigate what resources have to be integrated by the customer and other actors to co-create value along the purchase process. Findings show that innovative technologies like intelligent dressing rooms are one type of integrated resources, among others, to create value. However, our results underpin that social interactions also drive the shopping experience. Therefore, Omni-Channel Management should not only focus on the development of technological innovations, but also on the integration of different resources to increase customer experience as overarching goal.