Nonmonetary customer value contributions in free e-services

Abstract

Offering services for free, a prevalent business model online, raises new questions for both service providers and marketing researchers: How do customers of free e-services contribute value without paying? What are the nature and dynamics of nonmonetary value contributions by nonpaying customers? On the basis of a literature review and interviews with senior executives of free e-service providers, this article presents a comprehensive overview of nonmonetary value contributions in the free e-service sector, including word of mouth, co-production, and network effects, as well as attention and data as two new dimensions, which have not been addressed in prior marketing research. By putting these findings in the context of the existing literature on customer value and customer engagement, the authors shed light on the complex processes of value creation in the emerging e-service industry, while also advancing marketing and service research in general. This study identifies several promising research avenues, such as the question of the extent to which customers are aware of the nonmonetary value they provide firms.

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