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Role of Actor’s Internal Disposition in Value Co-Creation: A Case in Retail Industry


Potdar, B and Waseem, D and Garry, T, Role of Actor's Internal Disposition in Value Co-Creation: A Case in Retail Industry, BAM Conference, 3 - 5 September 2019, Birmingham, United Kingdom ISBN 978-0-9956413-2-7 (2019) [Refereed Conference Paper]

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This paper aims to explore the role of an actor’s disposition for value co-creation. Specifically, it explores the drivers which influence an employee’s disposition to prevent shoplifting (a voluntary action) in supermarkets. Within an interpretive paradigm, this research uses phenomenology as the research design. Data was collected using interviews from 26 shop-floor employees from two national supermarket chains in New Zealand. The participants regularly shop at their workplace (i.e., supermarket) and in a way were regular customers of their respective stores. The findings suggest characteristics of drivers which influence an employee’s internal disposition to initiate value co-creation in the form of shoplifting prevention such as the actor’s engagement quality, nurturing work environment, future growth opportunities, employee ownership, and employee’s willingness towards shoplifting prevention. First, the study contributes to the service marketing literature by conceptualizing internal disposition. Second, it explores the role of employee’s disposition in value co-creation. By doing so, it contributes towards a more balanced theoretical foundation for service-dominant (S-D) logic.

Item Details

Item Type:Refereed Conference Paper
Keywords:service-dominant logic, value co-creation, internal disposition, shoplifting prevention
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing theory
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Potdar, B (Dr Balkrushna Potdar)
ID Code:137487
Year Published:2019
Deposited By:TSBE
Deposited On:2020-02-17
Last Modified:2020-04-09

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