Purpose The purpose of this paper is to examine whether explicitly communicating the customer’s resource integrating role in value propositions improves or diminishes value proposition effectiveness. Design/methodology/approach Based on existing research on value propositions, three...

Purpose – The field of service research has devoted considerable attention to the customer’s role as value creator, but there is a lack of research on understanding customers’ psychological processes in value creation. The purpose of this paper is to highlight the importance of...