| Popis: |
To date, customer education has been framed in terms of one-way information provision, at odds with much of the literature on meaning co-creation. Drawing on an ethnography of a specialty coffee purveyor, we show how staff and consum-ers co-create educational consumer journeys through the deployment of seven practices: auditing, realignment, marryincompeting logics, negotiating scripts, evangelizing, expanding collective knowledge, and impression management. Thesepractices require staff and consumers to enact three different educational roles (educator, student, and peer), which are necessary for the co-creation and extension of consumer journeys. The roles, practices and the journeys themselves emergeiteratively through sensebreaking, sensegiving, and sensemaking processes among staff, consumers and the servicescape. Our findings frame customer education as a dynamic process in which meaning is co-created between participants. Fur-thermore, the cues and touchpoints needed for meaning-making shift as power relations between participants change. Managerially, these findings highlight the potential of co-created educational consumer journeys to expand establishedmarket categories. |
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