Extending customer’s roles in eCommerce - Promises, challenges and some findings

Publication Type

Book chapter

Authors

Stefan Klein, Frank Köhne, Carsten Totz

Year of publication

2006

Published in

Electronic Commerce and the Digital Economy

Editor

Michael J. Shaw

Pubisher

M.E. Sharpe , Armonk, NY

Page (from - to)

75-90

In theory, eCommerce facilitates new models of division of labor, which encompass a higher level of involvement on the customer’s, specifically consumer’s, end. The notion of prosuming reflects the double role of customers as consumers and (co-) producers. Product and service customization or configuration, individualization or personalization are popular attempts to increase the attractiveness of Web applications for consumers. From a supplier’s point of view, these strategies are attractive as they yield further information about (valued) customers and they are efficient if large numbers of customers take over self administration or self services functions.<br> The paper provides a classification for different models and varying degrees of prosuming with a focus on the telecommunication industry. Based on an analysis of drivers of acceptance and underlying customer trade-offs, we will discuss strategic options and managerial implications for suppliers. In addition to decisions about services design and design of the configuration environment, we will highlight the role of relationship management.