Die Forschungsarbeit von Dr. Eva Anderl, Armin März und Prof. Dr. Jan H. Schumann „Nonmonetary customer value contributions in free e-services“ wurde im Journal of Strategic Marketing zur Veröffentlichung angenommen. Das Journal of Strategic Marketing veröffentlicht Forschung an der Schnittstelle zwischen Marketing und strategischem Management und ist im VHB-Ranking als C-Journal eingestuft.
Abstract des Beitrags:
Offering services for free, a prevalent business model online, raises new questions for both service providers and marketing researchers: How do customers of free e-services contribute value without paying? What are the nature and dynamics of nonmonetary value contributions by nonpaying customers? On the basis of a literature review and interviews with senior executives of free e-service providers, this article presents a comprehensive overview of nonmonetary value contributions in the free e-service sector, including word of mouth, co-production, and network effects, as well as attention and data as two new dimensions, which have not been addressed in prior marketing research. By putting these findings in the context of existing literature on customer value and customer engagement, the authors shed light on the complex processes of value creation in the emerging e-service industry, while also advancing marketing and service research in general. This study identifies several promising research avenues, such as the question of the extent to which customers are aware of the nonmonetary value they provide firms.