Consumers on the Job: Contextualization Crafting in Expert Services

Tasked with a greater role in the coproduction of expert services, consumers often face an immense burden coproducing service and well-being outcomes. While some prior research has explored customer work, we delineate unique aspects services articulate consumer efforts that transpire outside dyadic interaction. Through netnographic inquiry health care context, find are job-like require job crafting efforts. Upon this foundation, three major themes emerged: (1) leverage their context expertise by adapting content to circumstances, (2) develop deploy strategies (hacks) through affordances order manage jobs, (3) move journey variety ways shift them toward or away from After assessing transferability our results analyzing second (financial services/debt management), suggest implications for theory, practice, future research.