Sharing uncertainty across organizations: service capital and customer engagement for realizing nonownership value

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Ehret, M. ORCID: 0000-0002-2478-8889 and Wirtz, J., 2019. Sharing uncertainty across organizations: service capital and customer engagement for realizing nonownership value. In: L.D. Hollebeek and D.E. Sprott, eds., Handbook of research on customer engagement. Cheltenham: Edward Elgar, pp. 423-440. ISBN 9781788114882 (Forthcoming)

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Abstract

Nonownership offers a key value proposition of service by empowering both provider and client to navigate closer to the positive opportunity domain of uncertainty while mitigating uncertainty downsides. While non-ownership contracts for resource sharing or business services offer useful legal devices for sharing uncertainties across organizational boundaries they cannot work in isolation. The key to the pathway of virtuously transforming uncertainty into opportunities for both, clients and providers, is the interactivity of resources and processes. Service capital resides on the interactivity of resources, like connected equipment, user-knowledge or social capital. CE is critical for the formation of service capital and driving the interactivity of business. CE paths the way to processes for fulfilling the promises of nonownership. Customer knowledge sharing enables providers to show an impact for clients and control costs and downsides in their own operations. Customer learning drives the “value-in-use” of service offerings and creates a market platform for nonownership offerings. At the same time, nonownership contracts empower managers to design inter-organizational interfaces where both, clients and providers can mutually gain from sharing uncertainty.

Item Type:

Chapter in book

Creators:

Ehret, M. and Wirtz, J.

Publisher:

Edward Elgar

Place of Publication:

Cheltenham

Date:

November 2019

ISBN:

9781788114882