The role of facilitators as partial signalers in the context of value perception

Purpose This paper aims to investigate the role of qualified professionals acting as facilitators. These intermediaries can help to reduce information asymmetry between the manufacturer and the customer and to transfer knowledge to evaluate the quality of a product or service before use by the customer. Design/methodology/approach This study utilized a two-stage research design consisting of a qualitative study with semi-structured qualitative interviews. The results were used to conduct the second quantitative study using an empirical survey. Findings Using the information asymmetry and signaling theory, the facilitator in this study represents the partial receiver, whereas the manufacturer is the signaler, and the focus is on understanding the value and “signals” perceived by the receiver with respect to the manufacturer’s overall offerings. Originality/value The study provides a framework that highlights the main value driver categories that professional service providers consider important for value creation.