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The impact of choice on co-produced customer value creation and satisfaction

Jason Flores (Meinders School of Business - Management and Marketing, Oklahoma City University, Oklahoma City, Oklahoma, United States)
Arturo Z. Vasquez-Parraga (Marketing Department, University of Texas - Pan American, Edinburg, Texas, United States)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 12 January 2015




This study’s aim is to investigate whether offering a co-production opportunity as a choice or as the only means of service rendering influences customer value creation and satisfaction. This research incorporates two empirically supported sources of co-created value, relational and economic, and it investigates a new dimension of co-created value, individual value. The study focus supports the need for more empirically based guidance for the management and design of co-creation processes.


A 2 × 2 between-subjects experimental design was utilized to test the choice/no-choice condition. Data were collected through a survey of 214 respondents who were selected on the basis of their familiarity with the context of the experimental scenarios.


The results show that co-production as an option for service rendering has a stronger positive impact on value creation than does the context when co-production is necessary. Choice was found to positively influence relational and economic value. Value creation was found to mediate the choice and satisfaction relationship. Individual value had the strongest relative impact on satisfaction but was not significantly related to choice.

Practical implications

Designers and managers of co-production-enabling processes can enhance customer and organizational outcomes simply by offering customers a choice when considering whether or not to engage in co-production.


This originality of this study lies in the supporting evidence found for the influence of choice on value creation and the empirical corroboration for individual value creation as a source of co-created value. The on-line context of this study in this context is also novel.



The authors thank Dr Biswas, editor of the Journal of Consumer Marketing, the anonymous reviewers, Dr Mohammadali Zolfagharian, Department Chair and Associate Professor of Marketing at the University of Texas Pan-American, and Dr Xiaojing Sheng, Assistant Professor of Marketing at the University of Texas – Pan American, for their many insightful recommendations and guiding constructive critiques in the development of this manuscript.


Flores, J. and Vasquez-Parraga, A.Z. (2015), "The impact of choice on co-produced customer value creation and satisfaction", Journal of Consumer Marketing, Vol. 32 No. 1, pp. 15-25.



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Copyright © 2015, Emerald Group Publishing Limited

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