Complaint / review text:
Purpose The field of service research has devoted consider able attention to the customer's role as rs07 gold value creator, but there is a lack of research on understanding customers' psychological processes in value creation. This paper highlights the importance of psychological distance in value creation processes. Psychological distance is the customer's perceived distance from service interactions in terms of spatial distance, temporal distance social distance and hypothetical distance. Critically, psychological distance influences cognitive processes and can influence how customers think and feel about the service interaction. An appreciation of psychological distance within service contexts can help managers to tailor the interaction in order to facilitate value creation. Methodology/approach In this conceptual paper, we build on psychology research and service research to develop seven propositions that explore how psychological distance can operate within service interactions and how this might influence value creation. Findings We divide the propositions into three sections. The first concerns how perceived psychological distance from the service interaction can act as a barrier to entering a service interaction. In particular, we consider the influence of social distance and spatial distance within the context of service interactions. The second section examines how psychological distance to the expected point of service use can influence how customers construe the service and the value creation. The third aspect addresses customer specific characteristics that can impact on value creation by influencing perceived psychological distance toward the service.
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