The mobile services market is competitive. Service designers need to understand what drives users’ value-in-use experience and engagement. Recently, the impact of the usage context in co-determining the value-in-use co-creation potential was highlighted. Here, this role is empirically...

Purpose The purpose of this paper is to examine whether explicitly communicating the customer’s resource integrating role in value propositions improves or diminishes value proposition effectiveness. Design/methodology/approach Based on existing research on value propositions, three...