Abstract
This article focuses on examining the existence and impacts of the image-dominant (ID) logic at collective level. The purpose is to test whether social and imagined communities can create value for each other, in other words, can value actively be cross-created between communities. The data was gathered in a service industry from two closely related social communities (SC) (\({\rm N}=264\;\text{and}\;{\rm N}=460\)) where each SC represents the other respondents’ imagined community (IC). Structural equation modeling (SEM) is used for analyses. The identical SEMs from both data sets indicate that value can be cross-created between communities: collective awareness among individuals’ SC members is discovered to create value to another SC; and the collective image of the other community among individuals’ SC members is revealed to create value for their own SC. The contributions produced by the article are the introduction and verification of the concepts image-dominant logic and value cross-creation.
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Appendix 1: Latent Variables and Their Operational Measures (Further Developed from Davis, Golicic, and Marquardt [28])
Appendix 1: Latent Variables and Their Operational Measures (Further Developed from Davis, Golicic, and Marquardt [28])
Model/factor | Operational measures in the questionnaire | Label |
---|---|---|
Community A: recruits as respondents | ||
A1/MBA | The name of the military driving school is well known among recruits | MBA1 |
The military driving school is recognized as a competent provider of driver training | MBA2 | |
In comparison to other driving schools, the military driving school is the leading brand in the industry | MBA3 | |
A1/PBE | I am willing to work irregularly in order to work in the transport industry | PBE1 |
The transport industry brand is different from that of other industries | PBE2 | |
The name of the transport industry gives them an advantage over other industries | PBE3 | |
A2/PBI | The transport industry is known as a work provider that takes good care of its workers | PBI1 |
We can reliably predict how the transport industry will perform | PBI2 | |
In comparison to other industries, the transport industry is known to consistently deliver very high quality | PBI3 | |
In comparison to other industries, the transport industry is highly respected | PBI4 | |
The transport industry is highly respected | PBI5 | |
A2/MBE | I am willing to serve a longer military service in order to co-operate with the military driving school | MBE1 |
The military driving school’s brand is different from that of other driving schools | MBE2 | |
The name of the military driving school gives them an advantage over other driving schools | MBE3 | |
Community B: LSPs as respondents | ||
B1/PBA | The name of the military driving school is well known in our industry | PBA1 |
The military driving school is recognized as a competent provider of driver training | PBA2 | |
In comparison to other driving schools, the military driving school is the leading brand in the industry | PBA3 | |
B1/MBE | We are willing to give more time to our workers to serve a longer military service in order to co-operate with the military driving school | MBE1 |
The military driving school’s brand is different from that of other driving schools | MBE2 | |
The name of the military driving school gives them an advantage over other driving schools | MBE3 | |
B2/MBI | The military driving school is known as a driver training provider that takes good care of its students | MBI1 |
We can reliably predict how the military driving school will perform | MBI2 | |
In comparison to other driving schools, the military driving school is known to consistently deliver very high quality | MBI3 | |
In comparison to other driving schools, the military driving school is highly respected | MBI4 | |
The military driving school is highly respected | MBI5 | |
B2/PBE | I am willing to work irregularly in order to work in the transport industry | PBE1 |
The transport industry brand is different from that of other industries | PBE2 | |
The name of the transport industry gives them an advantage over other industries | PBE3 |
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Juntunen, M., Juntunen, J. (2015). Verifying the Image-Dominant (ID) Logic Through Value Cross-Creation Between Social and Imagined Communities. In: Nóvoa, H., Drăgoicea, M. (eds) Exploring Services Science. IESS 2015. Lecture Notes in Business Information Processing, vol 201. Springer, Cham. https://doi.org/10.1007/978-3-319-14980-6_12
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