Exploring innovation driven value creation in B2B service firms : The roles of the manager, employees, and customers in value creation

O'Cass, Aron & Sok, Phyra (2013) Exploring innovation driven value creation in B2B service firms : The roles of the manager, employees, and customers in value creation. Journal of Business Research, 66(8), pp. 1074-1084.

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This study adopts the premise that innovation capability underpins a service firm's value creation ability and that management style, employee behaviors and marketing underpin its innovation capability. This study examines the role of managers and employees in the creation and delivery of superior value to customers via the firm's innovation capability. To test this premise the current study examines the role of transformational leadership (TFL) as an aspect of the service firm's management style in creating and delivering value to customers through its services. This study adopts a multi-level study, collecting data from managers, employees and customers of service firms in a Southeast-Asian country, Cambodia. The results show that a service firm's innovation capability has a positive effect on the firm's value offering (VO), the VO has a positive relationship with customer perceived value-in use (PVI), and PVI has a positive relationship with firm performance. This study also finds moderating effects of TFL on the relationship between service innovation capability and VO, and of service marketing capability on the relationship between VO and PVI respectively.

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21 citations in Web of Science®

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ID Code: 74240
Item Type: Journal Article
Refereed: Yes
Keywords: Value Creation, Service Innovation, Leadership, Value Offering, Marketing Capability
DOI: 10.1016/j.jbusres.2012.03.004
ISSN: 0148-2963
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 22 Jul 2014 22:53
Last Modified: 10 Jan 2016 22:22

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