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Cited by 1,161Service and Product InnovationManagement and Organizational StudiesCustomer Service Quality and Loyalty

Contextualization and value-in-context: How context frames exchange

Chandler, Jennifer D., Vargo, Stephen L.·2011·Marketing Theory
DOI 10.1177/1470593110393713
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Abstract

The purpose of this paper is to explore the role of context in service provision and, more broadly, in market co-creation. We oscillate foci from an individual actor at the micro level to a market at the macro level to make the scaleable influence of context more salient. This reveals the meso level, which is nestled between the micro and macro levels. We discuss how these market levels influence one another. We conceptualize markets as simultaneous, continuous exchanges that are bounded by each of these levels of context.

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Crossref · 10.1177/1470593110393713

Cites

74 of 74 references verified0 citation errors · 0 not checkable

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  • One method of adaptation is to switch the level of analysis.

    “One “method” of adaptation is to switch the level of analysis; for example, Alexander et al. (2018) provided new insights into the influence of institutions on customer engagement by shifting from a micro level analysis of customer relationships-the prevailing view in the field-to meso and macro level views, adapting Chandler and Vargo's (2011) process of oscillating foci.”

    From Designing conceptual articles: four approaches (2020) · cites this paper as Chandler and Vargo 2011

  • It is ultimately the connection between human actors that is essential to create value in smart tourism destinations.

    “Whereas scholars acknowledged the prominent role of ICT in experience and value cocreation in the smart tourism destination (Wang et al., 2013;Buhalis and Amaranggana, 2014;Gretzel et al., 2015), it is ultimately the connection between human actors, which is essential to create value (Latour, 2005;Chandler and Vargo, 2011).”

    From Smart tourism destinations: ecosystems for tourism destination competitiveness (2016) · cites this paper as Chandler and Vargo, 2011

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Authors
Chandler, J. D., & Vargo, S. L.
Affiliations
University of Hawaiʻi at Mānoa (US)
Corresponding author
  • Chandler, Jennifer D.
  • Vargo, Stephen L.
ORCID
Venue
Marketing Theory
Publisher
SAGE Publications
Published
2011-03
Volume
11
Issue
1
Pages
35-49
ISSN
  • 1470-5931 (ISSN-L)
  • 1741-301X
DOI
10.1177/1470593110393713
OpenAlex
W2143615203
Cited by
1,161
References
74
Citations by year
2026: 66 · 2025: 60 · 2024: 78 · 2023: 90 · 2022: 111 · 2021: 103 · 2020: 131 · 2019: 86 · 2018: 102 · 2017: 86 · 2016: 65 · 2015: 54 · 2014: 62 · 2013: 37 · 2012: 27
FWCI
118.66
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Marketing Theory (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Management and Organizational Studies
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
Keywords
context, service delivery, value-in-context, micro-macro relationship, meso-level

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