TY  - JOUR
AB  - Purpose– Companies increasingly opt for co-creation by engaging customers in new product and service development processes. The purpose of this paper is to provide insight into the customer experience in co-creation situations and its determinants. Design/methodology/approach– The conceptual framework addresses the customer experience in co-creation situations, and its individual and environmental determinants. To examine the degree to which these determinants affect the customer experience in co-creation situations, the author starts by proposing and testing a multidimensional co-creation experience scale (n=66). Next, the author employs an experiment to test the hypotheses (n=180). Findings– Higher levels of customer role readiness, technologization, and connectivity positively affect different co-creation experience dimensions. The impact of these dimensions on the overall co-creation experience, however, differs according to customers’ expectations in terms of co-creation benefits. Therefore, the author concludes that the expected co-creation benefits determine the importance of the level of customer role readiness, technologization, and connectivity for the co-creation experience. Originality/value– This research generates a better understanding of the co-creation experience by providing insight into the co-creation experience dimensions and their relative importance for customers with different expectations in terms of co-creation benefits. Additionally, this research addresses the implications of customer heterogeneity in terms of expected co-creation benefits for designing co-creation environments, thereby helping managers to generate more rewarding co-creation experiences for their customers.
VL  - 26
IS  - 2
SN  - 1757-5818
DO  - 10.1108/JOSM-09-2014-0254
UR  - https://doi.org/10.1108/JOSM-09-2014-0254
AU  - Verleye Katrien
ED  - Dr Elina Jaakkola, Anu Helkkula and Dr Leena Aarikka-Stenroos
PY  - 2015
Y1  - 2015/01/01
TI  - The co-creation experience from the customer perspective: its measurement and determinants
T2  - Journal of Service Management
PB  - Emerald Group Publishing Limited
SP  - 321
EP  - 342
Y2  - 2024/04/25
ER  -