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The role of staff engagement in facilitating staff-led value co-creation

Bill Merrilees (Department of Marketing, Griffith University, Gold Coast, Australia)
Dale Miller (Department of Marketing, Griffith University, Gold Coast, Australia)
Raisa Yakimova (School of Management, University of Bradford, Bradford, UK)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 18 April 2017




The study extends customer-led co-creation research to the related staff-led value co-creation domain. In particular, the purpose of this paper is to investigate the role of staff engagement as a facilitator of staff-led value co-creation.


A new conceptual framework develops a model of staff-led value-creation, using three types of staff-led co-creation. A quantitative approach is used. Survey collection yielded a sample of 1,165 employees in an Australian not-for-profit context across 19 organizations. AMOS structural equation modeling analyzes the data.


A major finding is the nexus between staff engagement and staff-led value co-creation. The nexus applies for three types of staff-led co-creation and three staff categories. Different explanatory mechanisms apply to each type of staff-led value co-creation.

Research limitations/implications

The not-for-profit context may not generalize to the for-profit sector, but future research could clarify this matter.

Practical implications

The results can inform organizations wishing to create greater service contributions through greater staff participation, which can include a staff-initiating (staff-led) role. Different value co-creation targets require different corporate triggers, reflecting the different explanatory mechanisms of each co-creation type.

Social implications

Not-for-profit context ensures major social implications.


The emphasis on staff-led value co-creation augments the customer-led co-creation literature. Additionally, exploring the (staff) engagement to (staff) value co-creation nexus is a novel contribution.



Merrilees, B., Miller, D. and Yakimova, R. (2017), "The role of staff engagement in facilitating staff-led value co-creation", Journal of Service Management, Vol. 28 No. 2, pp. 250-264.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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