A customer-centric five actor model for sustainability and service innovation

Riel, A.C.R. van; Andreassen, Tor W.; Lervik-Olsen, Line; Zhang, Lu; Mithas, Sunil; Heinonen, Kristina

doi:10.1016/j.jbusres.2021.07.035

Cited by 35 publications

(25 citation statements)

References 102 publications

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“…Overall, more and more service providers opt for a transformative value positioning, which can positively influence their performance in terms of brand equity (Iglesias et al. , 2019), customer satisfaction (van Riel et al ., 2021), and customer loyalty (Markovic et al. , 2018; van Riel et al ., 2021).…”

Section: Transformative Value Positioningmentioning

confidence: 99%

“…, 2019), customer satisfaction (van Riel et al ., 2021), and customer loyalty (Markovic et al. , 2018; van Riel et al ., 2021).…”

Section: Transformative Value Positioningmentioning

confidence: 99%

“…, 2021). However, recent research shows that consumers also encourage firms to focus on transformative value since “consumers' sustainability-focused behaviors drive the market for sustainable products and services” (van Riel et al ., 2021, p. 389) and firms are more likely to change their positioning when consumers change their value priorities (Leroi-Werelds et al. , 2021).…”

Section: Transformative Value Positioningmentioning

confidence: 99%

“…In fact, consumer pressure for brands to act in a transformative way is growing as the combination of a connected and transparent world with disruptions such as a global pandemic and natural disasters raises awareness of societal and environmental issues (Haller et al, 2020;Iglesias et al, 2020). Overall, more and more service providers opt for a transformative value positioning, which can positively influence their performance in terms of brand equity (Iglesias et al, 2019), customer satisfaction (van Riel et al, 2021, and customer loyalty (Markovic et al, 2018;van Riel et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

“…Profit) to the creation of value for a broader set of stakeholders (i.e. People, Planet and Profit; Huang et al, 2021;van Riel et al, 2021). This move is partially urged by the United Nations' Sustainable Development Goals (SDGs) and the Environmental, Social, Governance (ESG) metrics (Huang et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

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Transformative value positioning for service brands: key principles and challenges

Leroi‐Werelds

Matthes

2022

JOSM

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PurposeThe aim of this paper is to integrate insights from service, branding and communication research to present key principles of a successful transformative value positioning for service brands.Design/methodology/approachThis paper uses a conceptual approach that is rooted in the service, branding and communication literature.FindingsThe contribution of this paper is threefold. First, this paper explains why positioning a service brand is different from positioning a product brand and why this is especially challenging in case of transformative value. Second, an organizing framework is used to theorize that a successful transformative value positioning is based on the organizational DNA; is consistently implemented in actions, communications, employee behavior, and servicescapes; and inspires customer engagement. Based on this framework, this paper formulates key principles of a successful transformative value positioning for service brands. Third, this paper provides a research agenda to guide and stimulate future research.Practical implicationsThe key principles provide guidelines for managers striving for a transformative value positioning. Not adhering to these guidelines could have severe implications for service brands in terms of washing perceptions ultimately deteriorating the brand image.Originality/valueThis paper combines insights from service, branding and communication research to provide a comprehensive and balanced perspective on a successful transformative value positioning for service brands.

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Section: Transformative Value Positioningmentioning

confidence: 99%

“…, 2019), customer satisfaction (van Riel et al ., 2021), and customer loyalty (Markovic et al. , 2018; van Riel et al ., 2021).…”

Section: Transformative Value Positioningmentioning

confidence: 99%

Section: Transformative Value Positioningmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Transformative value positioning for service brands: key principles and challenges

Leroi‐Werelds

Matthes

2022

JOSM

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Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development

et al. 2022

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Consumers, nowadays, are becoming mindful of environmental issues than ever. The rising concerns for the adverse effects of consumption on environmental sustainability are leading to transformation in consumer behaviour. Consumers need relevant sustainability information about the products to shape sustainable purchase behaviours. On this note, marketers and organizations are increasingly using labels and logos for integrating sustainability evidence in their product offerings. This research integrates the theory of planned behaviour (TPB) with environmental concern, consumer effectiveness, consumer innovativeness and sustainable label awareness to determine how these affect the sustainable purchase behaviour for food products in China. The findings of structural equation modelling using data gathered from 273 consumers indicate all the constructs as significant, with consumer innovativeness having a negative and significant association. The present research expects to contribute to advancement in the literature on TPB and sustainable labelling by presenting a comprehensive and distinct model. Given the importance of the factors highlighted in the current research, marketers can design appropriate strategies by leveraging these determinants. The outcomes imply that marketers and policymakers need to make the consumers aware of sustainable labels and their favourable effects on the environment to promote sustainable consumer behaviour.

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What to say and what to do: the disparity of the communication and investment in sustainability targets, given customer expectations

2022

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A customer-centric five actor model for sustainability and service innovation

Cited by 35 publications

References 102 publications

Transformative value positioning for service brands: key principles and challenges

Transformative value positioning for service brands: key principles and challenges

Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development

What to say and what to do: the disparity of the communication and investment in sustainability targets, given customer expectations

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