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Consumers on the Job: Contextualization Crafting in Expert Services

Lookup NU author(s): Dr Josephine Go JefferiesORCiD



This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).


Tasked with a greater role in the coproduction of expert services, consumers often face an immense burden in coproducing service and wellbeing outcomes. While some prior research has explored customer work, we delineate unique aspects of expert services and articulate consumer efforts that transpire outside the dyadic service interaction. Through netnographic inquiry in a healthcare context, we find that coproduction efforts are job-like and require job crafting efforts. Upon this foundation, three major themes emerged: (1) consumers leverage their context expertise by adapting content expertise to their unique circumstances, (2) consumers develop and deploy strategies (hacks) through affordances in order to manage their coproduction jobs, and (3) consumers move through the expert service journey in a variety of ways that shift them toward or away from wellbeing outcomes. After assessing the transferability of our results by analyzing a second expert service context (financial services/debt management), we suggest implications for theory, practice, and future research.

Publication metadata

Author(s): Azzari C, Anderson L, Mende M, Go Jefferies J, Downey H, Ostrom A, Spanjol J

Publication type: Article

Publication status: Published

Journal: Journal of Service Research

Year: 2021

Volume: 24

Issue: 4

Pages: 520-541

Print publication date: 01/11/2021

Online publication date: 04/05/2021

Acceptance date: 21/03/2021

Date deposited: 22/03/2021

ISSN (print): 1094-6705

ISSN (electronic): 1552-7379

Publisher: Sage Publications


DOI: 10.1177/10946705211012474


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