Role Of Customer Operant Social Resource In Customer Firm Resource Integration. An Exploratory Study In Online Grocery.

Abstract

Service dominant logic has pioneered the concept of value co-creation based on the principle of resource integration. Customer operant resources are considered to be crucial for value co-creation to materialise. Although prolific research has taken place in the area of value co-creation, customer resource related research investigations are still inadequate that needs additional research focus. The empirical research carried out in online grocery buying context is a step towards this end. It seeks to explore different customer resource dimensions and examine the possible interrelationship between operant resources. The present research focus is primarily on understanding the dynamics of customer’s operant social resource and its role in intra-customer and firm-customer resource integration instrumental for value co-creation. Snowball sampling was used for the PLS-SEM study. The intra-customer operant resource integration along with the manifestations of resource highlighted in the research work is a novel contribution to co-creation and resource integration literature.