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Enhancing customer perception of co-production knowledge sharing: navigating scepticism and leveraging prosociality to unlock active feedback behaviour in co-creation

Shadrach Twumasi Ankrah (Centre for West African Studies, University of Electronic Science and Technology of China, Chengdu, China)
Zheng He (Department of Management and Economics, University of Electronic Science and Technology of China -- Qingshuihe Campus, Chengdu, China) (Centre for West African Studies, University of Electronic Science and Technology of China, Chengdu, China)
Jason Kobina Arku (Department of Management and Economics, University of Electronic Science and Technology of China -- Qingshuihe Campus, Chengdu, China)
Lydia Asare-Kyire (Department of Entrepreneurship and Enterprise Development, Kumasi Technical University, Kumasi, Ghana)

Journal of Knowledge Management

ISSN: 1367-3270

Article publication date: 15 November 2024

94

Abstract

Purpose

Drawing on the reciprocity principle of social exchange theory situated within Service-dominant Logic, this study aims to examine how customers’ perception of knowledge sharing in co-production, their inherent scepticism and prosocial orientation relate to their willingness to co-create and provide feedback on services. The authors also explored the interplay between these factors to identify conditions in configurations comprising scepticism, which may help navigate its adverse effects.

Design/methodology/approach

The authors surveyed 556 online and offline mobile payment service users. They used a combination of partial least squares structural equation modelling (PLS-SEM) to assess the relationships among variables, and fuzzy-set qualitative comparative analysis (fsQCA) to identify configurations associated with feedback behaviour.

Findings

The study determined that customer perception of co-production knowledge sharing is positively associated with willingness to co-create and feedback behaviour. Additionally, prosocial orientation positively affects this relationship, while scepticism has an adverse effect. Willingness to co-create mediates the relationship between customer perception of co-production knowledge sharing and feedback behaviour. The fsQCA findings revealed configurations for potentially navigating doubts regarding feedback. To encourage valuable customer feedback, businesses may consider promoting a collaborative and supportive atmosphere, emphasising shared advantages or building trust even among hesitant and doubtful individuals.

Originality/value

This study uniquely examines how both prosocial tendencies and scepticism relate to customer feedback behaviour in co-creation by using a hybrid PLS-SEM/fsQCA approach to identify co-existing conditions in configurations comprising scepticism that may help navigate its adverse effects and leverage customer feedback for business improvement.

Keywords

Acknowledgements

Funding: This study was financially supported by the Science and Technology Planning Fund of Sichuan Province, China (no. 2020JDR0117).

Declaration of conflicting interests: The authors hereby affirm that they have no conflicts of interest to disclose regarding the research, authorship and/or publication of this article.

Citation

Twumasi Ankrah, S., He, Z., Arku, J.K. and Asare-Kyire, L. (2024), "Enhancing customer perception of co-production knowledge sharing: navigating scepticism and leveraging prosociality to unlock active feedback behaviour in co-creation", Journal of Knowledge Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JKM-01-2024-0076

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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