Motivations for customer engagement in online co-innovation communities (OCCs): A conceptual framework

Abstract

Purpose

This paper aims to propose an extended model to examine these motivations. As technology-led changes have revolutionized the marketplace, researchers and practitioners have grown keen to understand customers’ motivations for engaging in co-innovation in online communities.

Design/methodology/approach

The research model is based on a review of previous literature and relevant business practices.

Findings

The proposed conceptual model can be used to test empirically and explicate customers’ attitude towards engagement in co-innovation communities in the hospitality industry. Three major motivations drive customer engagement in online co-innovation communities (OCCs): brand equity, sense of community and monetary incentive. Customers’ prior experience with co-innovation projects also moderates the effects of the three motivations on customers’ attitude towards engagement in OCCs.

Practical implications

The proposed model highlights the importance of engaging customers through OCCs to create service innovations. These OCCs advance customers’ active participation in the firm’s co-creation and co-innovation process. Leading service firms already rely on online brand communities to stay on the cutting edge. Co-creation represents a unique, strategic partnership between the firm and the customer that can enhance both the customer experience and the firm’s innovativeness.

Originality/value

This study provides an initial exploration of the key components of the co-innovation of service through online communities in the hospitality industry.

Citation

Zhang, T.(C)., Kandampully, J. and Bilgihan, A. (2015), "Motivations for customer engagement in online co-innovation communities (OCCs): A conceptual framework", Journal of Hospitality and Tourism Technology, Vol. 6 No. 3, pp. 311-328. https://doi.org/10.1108/JHTT-10-2014-0062