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How co-creation uplift suggestion systems’ performance: Experimental studies in customer and employee sections

Ali Gohary (Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran)
Hamid Alizadeh (Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.)
Kambiz Heidarzadeh Hanzaee (Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran)

Asia-Pacific Journal of Business Administration

ISSN: 1757-4323

Article publication date: 6 June 2016

478

Abstract

Purpose

Suggestion systems have always been used as the means of continuous development and co-creating values among the employees of organizations. On the other hand, the co-creation has been introduced as a solution to co-create values between companies and customers. Since a simultaneous study on setting up suggestion systems and co-creation among employees and customers have been ignored so far, the purpose of this paper, focussing on the combination of two strategies of suggestion systems (generally more effective among the employees of organizations) and co-creation (studied so far merely the scope of customers), is to evaluate variables leading to intention to use, improvement in understanding the concept of justice, and positive word-of-mouth.

Design/methodology/approach

Two between-subjects experiments were carried out to explore the interactional role of co-creation, reward, and time in efficiency of suggestion systems. The first study which was carried out among customers analyzed the effect of setting up suggestion systems along with co-creation on the amount of their intention to use this system in the future and positive word-of-mouth. The second study discussed the effect of setting up suggestion systems along with co-creation on the level of understanding organizational justice and commitment.

Findings

The results indicate that the effectiveness of co-creation and tangible factors, such as offered reward, on improving the evaluation of suggestion system. In the other word, when firm’s encourage customers to participate in value co-creation program in suggestion system, they perceive more justice and intend to participate more in such program in future.

Originality/value

Most of the previous studies carried out on co-creation considered its effectiveness on occasions when a service failure occurs to consumers and the service provider urgently needs service recovery, but this paper aimed to provide a collaborative perspective toward co-creation through suggestion system that puts emphasis on service experience, innovation, and intention to future participation in such programs.

Keywords

Citation

Gohary, A., Alizadeh, H. and Heidarzadeh Hanzaee, K. (2016), "How co-creation uplift suggestion systems’ performance: Experimental studies in customer and employee sections", Asia-Pacific Journal of Business Administration, Vol. 8 No. 2, pp. 197-222. https://doi.org/10.1108/APJBA-11-2015-0095

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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