Abstract Extensions of service-dominant logic conceive of value co-creation as socially constructed. The marketing literature has recognized the need to further articulate mechanisms through which socially meaning-laden coordination contributes to value co-creation. This research addresses gaps understanding firm-customer (micro-level) value creation. Through an integration of identity literature, we deepen thinking as to how identity processes can be implicated in value co-creation in a B2C retail context. Specifically, we examine moderated and mediated relationships among perceived front-line employee behavior and identification with the retailer in explaining customer feedback. Model relationships are supported which hold implications for future marketing research and practice.

中文翻译：

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主动识别在推动零售客户反馈中的作用

摘要服务主导逻辑的扩展将价值共创视为社会建构。营销文献已经认识到有必要进一步阐明各种机制，通过这些机制，充满社会意义的协调有助于价值共同创造。这项研究解决了在了解公司客户（微型）价值创造方面的空白。通过整合身份文献，我们加深了关于在B2C零售环境中如何将身份过程与价值共创联系起来的思考。具体而言，我们在解释客户反馈时，考察了感知到的一线员工行为与零售商识别之间的协调和中介关系。支持模型关系，这些模型关系对将来的营销研究和实践具有影响。