This paper investigates factors that determine users’ behaviours during services co-creation, as well as those that influence their engagement in such efforts.
Study 1 relies on partial least squares structural equation modelling and between-subjects, scenario-based experiments with 633 participants to examine users’ co-creation behaviours. Study 2 uses interactive research workshops with 38 design professionals to analyse the drivers and inhibitors of users’ co-creation engagement and the likelihood of different user types to engage in it.
Dispositional and demographic factors can predict users’ behaviours during services co-creation. A proposed framework details drivers and inhibitors of users’ engagement in co-creation, and a typology predicts the likelihood of different users to engage in co-creation, based on their traits and demographics. This likelihood to co-create, according to traits, then can be predicted according to elemental, compound and situational traits.
Service providers and service designers can use these findings to design better co-creation activities for various users, build a conducive working environment and select suitable participants for co-creation activities.
The current study addresses the dearth of research pertaining to how to encourage users to co-create services and drive their engagement in such efforts.
This project has received funding from the European Union’s Horizon 2020 research and innovation programme under the Marie Sklodowska-Curie grant agreement No. 642116. The authors of this paper would like to thank Flycatcher, the Service Design Network and Koos Service Design for their openness and assistance with recruiting participants during the data collection phase. The authors are also grateful to Martin Wetzels for his advice during the data analysis phase. Finally, the authors would like to express their appreciation to the colleagues attending the presentations of this particular study at the Australia and New Zealand Marketing Conference (ANZMAC 2018) and the Co-Creation In Service and Customer Engagement symposium (CCIS-CE 2018) for their valuable feedback.
Oertzen, A.-S., Odekerken-Schröder, G. and Mager, B. (2020), "Driving users’ behaviours and engagement in co-creating services", Journal of Services Marketing, Vol. 34 No. 4, pp. 549-573. https://doi.org/10.1108/JSM-06-2019-0244Download as .RIS
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