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Article
Publication date: 13 July 2021

Clement Nangpiire, Joaquim Silva and Helena Alves

The customer as an active and engaged value co-creator raises new challenges for theory and practice, especially in the hospitality industry. However, the connection…

Abstract

Purpose

The customer as an active and engaged value co-creator raises new challenges for theory and practice, especially in the hospitality industry. However, the connection between engagement and co-creation is little studied in the hotel/tourism literature. This paper proposes a connection between customer engagement (CE) and value co-creation frameworks to ascertain and depict the internal actors' activities and factors that foster or hinder guests' co-creation and destruction of value.

Design/methodology/approach

The researchers used qualitative methods (35 in-depth interviews, document analysis and four observation sessions) in seven regions of Ghana to explore the customer's perspective. Data were analyzed with NVivo11 within a thematic analysis framework.

Findings

The findings suggest that positive and negative engagement fosters or hinders guests' interactions, which lead to value co-creation or destruction. The research also discovered that negative interactions occasioned by any factor or actor trigger value destruction at multiple stages of the experience journey.

Practical implications

Industry players can use the framework developed to assess their businesses, explore and reflect on the proposed value they aim to generate, and thus be more aware of how they can better facilitate value co-creation with their consumers and avoid value destruction.

Originality/value

This research proposes a novel connection between customer interactions, engagement and value co-creation to ascertain and depict the internal actors' activities and factors that foster or hinder customers' experience in the hotel/tourism industry.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 19 July 2021

Samir Gupta, Jing Zhou, Shanfei Feng and Munyaradzi W. Nyadzayo

This study aims to investigate how the relationship factors, including equity, shared responsibility and relationship dependence leverage the value co-creation. The…

Abstract

Purpose

This study aims to investigate how the relationship factors, including equity, shared responsibility and relationship dependence leverage the value co-creation. The research studies the value co-creation process in a business-to-business (B2B) context between suppliers and customers and provides empirical evidence of the underlying effects.

Design/methodology/approach

Using social exchange theory, the research uses a mixed-method of in-depth interviews and questionnaire surveys. The sample of the survey has 123 business customers.

Findings

The findings suggest that equity not only positively affects but also mediates the effect of shared responsibility on value co-creation. The mediation effect is further moderated by the relationship dependence that buyers have on the seller.

Research limitations/implications

The cross-sectional survey used cannot establish causality relationships. Although the goal was not to establish causality, it could limit the rigor of the study. The longitudinal design could be used in the future to better address this deficiency. While the paper is the initial step to analyze the factors influencing value co-creation empirically, more studies could examine other commonly discussed constructs.

Originality/value

This empirical study enriches the value co-creation literature by examining the antecedents’ detailed mechanism that facilitates value co-creation in a B2B context.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 29 July 2021

Venessa Chan Lyu, José Luis Roldán, Wynne Chin, Vincent Liu and Congdong Li

Highlighting supplier collaboration is a widely adopted practice in tea shops, cafes and other related businesses. However, few studies have examined the effects of…

Abstract

Purpose

Highlighting supplier collaboration is a widely adopted practice in tea shops, cafes and other related businesses. However, few studies have examined the effects of supplier-focused food ingredient presentation on consumers' behavioral intentions in food and hospitality research. This study identified the role of restaurant–supplier co-creation and explored its effects on clients' behavioral intention through both value perception and image.

Design/methodology/approach

This study developed and tested a model through a survey with 365 responses, which was carried out in China. The measurement and effects of restaurant–supplier co-creation are explored using composite-based structural equation modeling.

Findings

The results show that restaurant–supplier co-creation has a positive effect on perceptions of food value, service value and image. Though restaurant–supplier co-creation does not directly affect behavioral intention, it can enhance behavioral intention by improving customers' impressions.

Originality/value

This study contributes to the emerging literature by conceptualizing the role of restaurant–supplier co-creation. The research combines image theory and perceived value theory in one empirical model to explore the effects of co-creation. The project provides a paradigm for designing technical artifacts using composite-based structural equation modeling.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 14 January 2014

Robert DeFillippi and Thorsten Roser

An important task for all strategy leaders contemplating the use of co-creation is to determine how well the numerous co-creation project-design choices available to them

Abstract

Purpose

An important task for all strategy leaders contemplating the use of co-creation is to determine how well the numerous co-creation project-design choices available to them align with their strategic priorities.

Design/methodology/approach

In order to implement co-creation, firms need to assess how their projects or initiatives support their strategic commitments and priorities. To this end, the authors offer managers a practical, easy-to-use assessment framework.

Findings

Executives should consider their approach to co-creation in terms of crafting and managing a portfolio of initiatives to be categorized and managed differently according to their strategic significance – high, medium or low.

Practical implications

A six-question assessment framework was inductively derived from an extensive literature review (113 articles) focusing on practices associated with co-creation and stakeholder involvement. Though they do not represent an exhaustive list of categories for assessment, they do, however, identify strategically important choices involved in designing co-creation ventures.

Originality/value

The six-question assessment framework is applied to the case of the Xerox-P&G co-innovation partnership, which illustrates how such significant co-creation initiatives might be profiled, and their main design choices analyzed.

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Article
Publication date: 15 June 2021

Sheshadri Chatterjee and Bang Nguyen

The purpose of this study is to examine the value co-creation at bottom of the pyramid (BOP) using social media and to investigate how it is impacted by age, gender and…

Abstract

Purpose

The purpose of this study is to examine the value co-creation at bottom of the pyramid (BOP) using social media and to investigate how it is impacted by age, gender and peer influence.

Design/methodology/approach

A BOP approach provides sustainable profits by involving low-income producers and consumers by way of co-creating values. The focus of the BOP approach in the business environment in this study is to establish co-creation among the different stakeholders at the BOP level. With the help of a literature review and related theories, a conceptual model has been developed. The model has been tested statistically for validation using a survey by considering 314 usable respondents.

Findings

This study has focused on the impact of different issues such as age, gender and peer influence concerning the consumers at BOP segments involving in co-creation activities. The study finds that people at BOP segments emphasize more social media usage compared to the influence of peers in the context of co-creating values.

Research limitations/implications

Co-creation at BOP is a new approach. This study is unique research where it identifies the impact of gender, age and peer influence at the BOP level consumers for co-creation activities. The study also highlights the influence of social media on BOP consumers for co-creating values. The model so developed along with the findings of this study contribute to the overall body of knowledge in this area which has a wider theoretical and social implication.

Practical implications

The proposed model in this study can help organizations to understand the impact of age, gender, peer influence on value co-creation activities at BOP using social media. This study can help managers of the organizations involved in co-creation at BOP to formulate an appropriate strategy to get engaged with the customers at BOP. Finally, this study can motivate customers to value co-creating and engaging with organizations.

Originality/value

This study has primarily identified the impact of age, gender and peer influence for the consumers at BOP segments and is involved in different co-creation activities. The study has been mainly conducted in India, an emerging economy. None of such studies has been conducted in the emerging markets. Thus, this study claims to have possessed its uniqueness.

Details

The Bottom Line, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0888-045X

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Article
Publication date: 3 July 2021

Mostafa Kamalpour, Rebekah Eden, Rehan A. Syed, Laurie Buys, Amina Tariq and Jason Watson

This study aims to explain the value co-creation and co-destruction practices of older adults in an online community (OC).

Abstract

Purpose

This study aims to explain the value co-creation and co-destruction practices of older adults in an online community (OC).

Design/methodology/approach

Adopting practice theory and service-dominant logic as a theoretical perspective, this paper examined an OC of older adults by conducting an inductive thematic analysis of the interactions of the participants in the community.

Findings

The analysis revealed older adults engage with three value co-creation plus one value co-destruction practices in the OC including, communal coping practices, happiness creation practices, social capital generation practices and disparaging practices for older adults.

Research limitations/implications

Illustrated in a conceptual model, this study extends previous work evidencing OCs serve as a platform for value co-creation and value co-destruction activities in the context of older adults. Further, it suggests OCs facilitate resilience of older adults through value co-creation practices. Recognition of value co-destruction in OCs is critical as it is detrimental to the resilience of older adults. This study provides the needed foundation to advance knowledge on the use of OCs by older adults and suggests future research directions.

Practical implications

Identifying co-creation and co-destruction practices of older adults in OCs enables service providers (e.g. caregivers) to engage better in online value co-creation practices. Further, the findings of this study address one of the main priorities of service science to investigate the impact of value co-creation on well-being.

Originality/value

Identifying co-creation and co-destruction practices of older adults in OCs enables service providers (e.g. caregivers) to engage better in online value co-creation practices. Further, the findings of this study address one of the main priorities of service science to investigate the impact of value co-creation on well-being.

Details

International Journal of Quality and Service Sciences, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1756-669X

Keywords

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Article
Publication date: 4 June 2021

Judith Partouche-Sebban, Saeedeh Rezaee Vessal and Fabian Bernhard

This study aims to explore the effect of value co-creation among health-care professionals and in a business-to-business (B2B) context on the involved individuals and the…

Abstract

Purpose

This study aims to explore the effect of value co-creation among health-care professionals and in a business-to-business (B2B) context on the involved individuals and the organization. More precisely, the effect of co-creation behaviors on the well-being of individuals, their work performance and team resilience are investigated.

Design/methodology/approach

A quantitative research design was adopted. The data collection was performed through a mail survey of a sample of 96 professionals at a cancer health-care institution in France in which several medical and paramedical providers work together to maximize service options. Linear regressions were conducted using SPSS to analyze the data.

Findings

The results highlight the positive outcomes of an active co-creation process on individual well-being, work performance and team resilience and emphasize its limits.

Originality/value

The originality of this study lies in studying co-creation in the context of the health-care service sector, among health-care professionals and from a B2B perspective. Adopting an inter-organizational frame, this study clarifies the positive and negative effects of co-creation from both personal and organizational aspects.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 19 May 2021

Luciana Ronchi, Gerson Tontini and Carlos Eduardo Carvalho

The purpose of this paper is to propose a model to measure maturity in value co-creation practices and to evaluate its relationship with the market performance of textile…

Abstract

Purpose

The purpose of this paper is to propose a model to measure maturity in value co-creation practices and to evaluate its relationship with the market performance of textile companies.

Design/methodology/approach

The data were obtained through quantitative research with 100 companies of the Brazilian textile sector. A structural equation modeling was performed to verify the relationship between the constructs of the proposed model.

Findings

The results confirm the proposed model and show that, in addition to a direct impact, the relationship between the maturity of value co-creation practices and market performance also occurs indirectly, by meeting customer expectations. Value co-creation processes can meet customer expectations, leading the company to better market performance.

Originality/value

A model for assessing the maturity of value co-creation practices enables companies to diagnose their current situation, thereby supporting them in managing these practices and leading to better market performance.

Details

International Journal of Quality and Service Sciences, vol. 13 no. 2
Type: Research Article
ISSN: 1756-669X

Keywords

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Article
Publication date: 10 June 2021

Xinbo Sun and Qingqiang Zhang

The existing research rarely explains the role of dynamic capabilities in the creation of value co-creation behaviors. The purpose of this paper is to explore how dynamic…

Abstract

Purpose

The existing research rarely explains the role of dynamic capabilities in the creation of value co-creation behaviors. The purpose of this paper is to explore how dynamic capabilities play a role in avoiding value co-creation traps and generating new value co-creation behaviors.

Design/methodology/approach

This paper collects rich interview and archival data from two Chinese manufacturing companies to examine value co-creation in digital servitization by the case study.

Findings

The paper discovers the value co-creation traps that enterprises face in digital servitization and analyzes the important role of resource and technology integration capabilities in avoiding these traps. Also, the research explores how network capability affects the generation of new value co-creation behaviors.

Originality/value

This paper develops a framework for dynamic capabilities to avoid value co-creation traps and generate new value co-creation behaviors.

Details

Management Decision, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0025-1747

Keywords

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Article
Publication date: 29 April 2021

Fatuma Namisango, Kyeong Kang and Junaid Rehman

Little is known about the variations in service co-creation on social media, despite the resource integrating capabilities and co-creator roles afforded by these…

Abstract

Purpose

Little is known about the variations in service co-creation on social media, despite the resource integrating capabilities and co-creator roles afforded by these platforms. The gap is even more troubling in the nonprofit sector, where leveraging public interaction on social media is prevalent and vital to charitable and philanthropic endeavors. Arguably, such interaction is embedded in resource integrating activities leading to nonprofit service co-creation. This paper reports the forms, dimensions or service co-creation measures enabled by social media use in the nonprofits' sector.

Design/methodology/approach

The authors conducted a sequential exploratory mixed methods design. First, the authors interviewed 19 social media managers in education, health and social service nonprofit organizations to identify the varieties in service co-creation realized. Second, the authors surveyed 73 nonprofit organizations on social media and gathered 267 useable responses, which were used to analyze and validate the identified forms of service co-creation.

Findings

The authors found that nonprofit organizations realize up to seven forms of service co-creation using social media. These include co-ideating to tweak service ideas, co-diagnosing social needs and problems, co-assessing service events, co-transforming services to targeted communities, co-advocating for community and service reach, co-resourcing in service delivery, and co-experiencing through a pool of diverse service experiences.

Originality/value

This study develops a reliable and valid multidimensional measure for nonprofit service co-creation enabled by social media platforms. Theoretically, this study offers a nonprofit service co-creation model to drive nuanced explanatory research and service co-creation perspectives in other contexts and engagement platforms. Managerially, this research illustrates the variations in service co-creation, which inform the strategic value of social media to nonprofits and will assist nonprofit practitioners in planning and evaluating their service co-creation outcomes.

Details

Journal of Service Theory and Practice, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2055-6225

Keywords

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