Service ecosystems: insights from a wedding
ISSN: 2040-8269
Article publication date: 9 July 2018
Issue publication date: 24 October 2018
Abstract
Purpose
This study aims to analyze the context of experience within a service ecosystem to understand how the different actors at a specific event, namely, a wedding, interact and contribute to co-create value.
Design/methodology/approach
A case study was used as a research strategy. Content analysis was used to analyze the data with the aid of NVIVO software.
Findings
The results indicate the importance of interaction between different actors for co-creation to occur as it does not occur in isolation and is generated for and with all the audiences of an event. In addition, during the exchange encounter, the presence of guests and the network of suppliers influenced social interaction and the perception of value.
Originality/value
Studies indicate a need for empirical research based on different contexts of service ecosystems. This study addresses the co-creation of events in an area different from those investigated to date: a wedding. In this rite of passage, the experience is highly involving and interactive, contains different audiences and potential value generation for all those involved.
Keywords
Acknowledgements
Research was conducted at Pontifical Catholic University of Rio Grande do Sul.
Citation
Damacena, C., Schmidt, S. and Gauze, I.P.B. (2018), "Service ecosystems: insights from a wedding", Management Research Review, Vol. 41 No. 12, pp. 1395-1410. https://doi.org/10.1108/MRR-05-2017-0141
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited