Value co‐creation as a determinant of success in public transport services

Heiko Gebauer (Innovation Research in Utility Sectors, Eawag – Swiss Federal Institute of Aquatic Science and Technology, Dübendorf, Switzerland)
Mikael Johnson (Service Research Center, Faculty of Economy, Communication and IT, Karlstad University, Karlstad, Sweden)
Bo Enquist (Service Research Center, Faculty of Economy, Communication and IT, Karlstad University, Karlstad, Sweden)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Publication date: 16 November 2010

Abstract

Purpose

This paper seeks to utilise Prahalad's five activities of co‐creation (customer engagement, self‐service, customer involvement, problem‐solving, and co‐design) to explore how value co‐creation occurs in the context of a public‐transport service provider.

Design/methodology/approach

The paper is based on a single qualitative case study of the Swiss federal railway operator (SBB).

Findings

The findings enrich understanding of value co‐creation by showing that the case firm is not merely a value facilitator, but has increasingly become a value co‐creator through the five co‐creation activities noted above. Organisations should take a comprehensive view of value co‐creation if they are to exploit its full strategic potential.

Research limitations/implications

The study is a single case study with a focus on the supplier perspective.

Practical implications

Public‐transport operators should facilitate the active participation of customers in designing and implementing their processes and systems. Rather than relying on knowledge about the customers, customer‐relationship management should be based on knowledge of the customers (that is, the knowledge that customers possess).

Originality/value

The paper provides a comprehensive framework to help organisations manage the value co‐creation process. The study shows that a public‐transport service provider is not restricted to making value propositions, but can actively influence and assist customers in their fulfilment of value‐co‐creation.

Keywords

Citation

Gebauer, H., Johnson, M. and Enquist, B. (2010), "Value co‐creation as a determinant of success in public transport services", Managing Service Quality: An International Journal, Vol. 20 No. 6, pp. 511-530. https://doi.org/10.1108/09604521011092866

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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