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Does Communicating the Customer's Resource Integrating Role Improve or Diminish Advertising Effectiveness?

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  • Title:
    Does Communicating the Customer's Resource Integrating Role Improve or Diminish Advertising Effectiveness?
  • Author: Leroi-Werelds, Sara ; Streukens, Sandra ; Van Vaerenbergh, Yves
  • Description: Recent advances in service research underscore the importance of the customer’s role in creating value: customers use the resources provided by the firm (goods, services, and/or information) and integrate them with their own resources and skills to transform these resources’ potential value into real value or value-in-use. Firms thus need to support the customer’s value creation process in three ways: They need to (i) produce products and services that have potential value to their customers, (ii) communicate a value proposition associated with these products and services, and (iii) support customer learning in order to help customers to be effective resources integrators. Given the customer’s role in the value creation process, achieving role clarity (i.e. the extent to which the resource integrating role is clear to the customer ) is an important facet of this latter perspective. This paper contributes to the literature by examining whether communicating the customer’s resource integrating role (CRIR) in advertising affects advertising effectiveness. To date, it is unclear whether doing so leads to positive perceptions, or whether it might backfire because it creates the perception of ‘too much effort’ to obtain the value-in-use. Drawing on both the service-dominant logic and advertising theories, this paper proposes and tests a nomological web linking the inclusion of the CRIR in an advertisement with key advertising outcomes. This provides the opportunity to test the effect of explicitly communicating the CRIR on brand attitudes and purchase intentions through the mediating processes of service-related variables (role clarity, expected effort and expected benefits) and advertising-related variables (ad credibility and attitude toward the ad). The results of two studies show that communicating the CRIR in an advertisement enhances advertising effectiveness, and that both service-related and advertising-related processes help explain this positive effect. From a theoretical perspective, this study contributes to the understudied fields of communicating value propositions and customer learning by showing that that including the CRIR in advertising is a viable option. In addition, including the CRIR in advertisements can firms help to socialize their customers and achieve role clarity in the pre-purchase phase already. This finding therefore complements prior research that focused on such actions during the service encounter only. From a practitioner point of view, showing that communicating the CRIR in advertising actually improves advertising effectiveness suggests that service providers should not be afraid of making explicit that the customer has a role to fulfill in the service delivery process also. status: accepted
  • Creation Date: 2015
  • Language: English
  • Source: Lirias (KU Leuven Association)
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