Service appropriation: how do customers make the service their own?

Abstract

Purpose – The purpose of this paper is to propose a comprehensive framework for service appropriation, specifying the different facets of the phenomenon. Design/methodology/approach – A literature review summarizes views of the appropriation concept from various disciplines (human and social sciences, information systems, marketing), reinforced by an exploratory study in the health sector. Findings – Six underlying dimensions of service appropriation emerge: service knowledge; service consciousness; self-adaptation to service; service control; service creation; and psychological ownership of the service. Research limitations/implications – This paper is mainly conceptual and requires empirical testing in other domains to confirm the applicability of the proposed framework. Practical implications – This study offers insights into how service providers and managers should design services and integrate customers in the service coproduction process. Originality/value – The complementary view of appropriation in the context of services defines it as a cognitive, measurable state. The outcome of this approach is an original, integrative framework applied to services, not just spaces or immersive experiences.