TY  - JOUR
AB  - Purpose The purpose of this paper is to assess, clarify and consolidate the terminology around the co-creation of services, establish its forms and identify its outcomes, to resolve the conceptual pluralism in service co-creation literature.Design/methodology/approach A focused literature review screened the articles published in five major service research journals to determine relevant contributions on the concept of co-creation of services. Then, a thematic analysis identifies the forms, themes and outcomes of co-creating services in the set of 80 qualifying articles.Findings The study reduces conceptual pluralism by establishing different forms of co-creating services and developing an explicit definition of co-creation in services. The authors develop an integrative framework that recognizes involvement, engagement and participation as prerequisites for co-creation. Relating to the different phases of the service process, the specific co-creation forms of co-ideation, co-valuation, co-design, co-testing and co-launching are classified as regenerative co-creation, while the specific co-creation forms of co-production and co-consumption are recognized as operative co-creation. Both beneficial and counterproductive outcomes of co-creation are identified and arranged into a typology.Research limitations/implications The integrative framework illustrates that service providers and customers are involved, engaged and participate in co-creating services, which manifests in specific forms of co-creation; they attain beneficial and counterproductive outcomes (personal, social, hedonic, cognitive, economic and pragmatic); and are influenced by a contextual multi-actor network.Practical implications Co-creation in services is actionable; the typology of outcomes suggests service managers ways to motivate customers and employees to participate in co-creating services.Originality/value This paper defines and establishes the conceptual forms of co-creating services and the identified outcomes, and develops an integrative framework of co-creation in services.
VL  - 29
IS  - 4
SN  - 1757-5818
DO  - 10.1108/JOSM-03-2017-0067
UR  - https://doi.org/10.1108/JOSM-03-2017-0067
AU  - Oertzen Anna-Sophie
AU  - Odekerken-Schröder Gaby
AU  - Brax Saara A.
AU  - Mager Birgit
PY  - 2018
Y1  - 2018/01/01
TI  - Co-creating services—conceptual clarification, forms and outcomes
T2  - Journal of Service Management
PB  - Emerald Publishing Limited
SP  - 641
EP  - 679
Y2  - 2024/04/19
ER  -