The resources that customers have and are able to contribute or utilize may influence, shape, and determine the support that they receive from service providers. Yet, there is limited knowledge on the types of resources customers bring into the service process, that is, customer resource endowments and deficiencies, and how these relate to the service offered by providers. This study thus investigates the interplay and mobilization of specific resources between the customer and the service provider. Drawing on data from two online surveys in the financial planning and health-care contexts, the results demonstrate the fit between customer competencies measured in terms of sense of ownership, personal commitment, time availability, perceived complexity of situation, service-related skills, education, risk tolerance, and economic resources and the various service provider styles for value cocreation. Specifically, the discriminant maps show that service provider styles can best be differentiated not on the basis of a particular type of resource (i.e., physical, cultural, or economic) but rather according to a constellation of customer resource endowments and deficiencies. The insights provide unique opportunities for organizations to tailor support to customers’ resources and thus enhance value cocreation efforts.
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