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Article
Publication date: 6 May 2020

Anna-Sophie Oertzen, Gaby Odekerken-Schröder and Birgit Mager

This paper investigates factors that determine users’ behaviours during services co-creation, as well as those that influence their engagement in such efforts.

Abstract

Purpose

This paper investigates factors that determine users’ behaviours during services co-creation, as well as those that influence their engagement in such efforts.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Open Access
Article
Publication date: 26 July 2018

Anna-Sophie Oertzen, Gaby Odekerken-Schröder, Saara A. Brax and Birgit Mager

The purpose of this paper is to assess, clarify and consolidate the terminology around the co-creation of services, establish its forms and identify its outcomes, to…

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Abstract

Purpose

The purpose of this paper is to assess, clarify and consolidate the terminology around the co-creation of services, establish its forms and identify its outcomes, to resolve the conceptual pluralism in service co-creation literature.

Design/methodology/approach

A focused literature review screened the articles published in five major service research journals to determine relevant contributions on the concept of co-creation of services. Then, a thematic analysis identifies the forms, themes and outcomes of co-creating services in the set of 80 qualifying articles.

Findings

The study reduces conceptual pluralism by establishing different forms of co-creating services and developing an explicit definition of co-creation in services. The authors develop an integrative framework that recognizes involvement, engagement and participation as prerequisites for co-creation. Relating to the different phases of the service process, the specific co-creation forms of co-ideation, co-valuation, co-design, co-testing and co-launching are classified as regenerative co-creation, while the specific co-creation forms of co-production and co-consumption are recognized as operative co-creation. Both beneficial and counterproductive outcomes of co-creation are identified and arranged into a typology.

Research limitations/implications

The integrative framework illustrates that service providers and customers are involved, engaged and participate in co-creating services, which manifests in specific forms of co-creation; they attain beneficial and counterproductive outcomes (personal, social, hedonic, cognitive, economic and pragmatic); and are influenced by a contextual multi-actor network.

Practical implications

Co-creation in services is actionable; the typology of outcomes suggests service managers ways to motivate customers and employees to participate in co-creating services.

Originality/value

This paper defines and establishes the conceptual forms of co-creating services and the identified outcomes, and develops an integrative framework of co-creation in services.

Details

Journal of Service Management, vol. 29 no. 4
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 29 July 2009

Alexis Goncalves and Roberto Saco

Abstract

Details

International Journal of Innovation Science, vol. 1 no. 1
Type: Research Article
ISSN: 1757-2223

Content available
Article
Publication date: 9 August 2011

Raymond P. Fisk and Lia Patrício

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702

Abstract

Details

Journal of Service Management, vol. 22 no. 4
Type: Research Article
ISSN: 1757-5818

Content available
Article
Publication date: 12 July 2011

Raymond P. Fisk and Lia Patrício

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674

Abstract

Details

Managing Service Quality: An International Journal, vol. 21 no. 4
Type: Research Article
ISSN: 0960-4529

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