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1 – 10 of over 1000
Article
Publication date: 12 September 2024

Himanshu Ahuja and Deep Shree

The idea of value co-creation involves the benefit actors gain from integrating resources through activities and interactions within a service network, with the environment…

Abstract

Purpose

The idea of value co-creation involves the benefit actors gain from integrating resources through activities and interactions within a service network, with the environment enabling high-quality collaboration. This paradigm highlights customers’ ability to co-create value with service providers and other customers. This idea is gaining traction in health care. These days, patients are no longer passive recipients of health-care services; rather they have started taking proactive roles in their self-health management. This study aims to understand the phenomenon of value co-creation among patients within online health communities (OHCs).

Design/methodology/approach

A systematic literature review of papers published from 2003 to 2024 in Web of Science-indexed journals was conducted. The review highlights theories, contexts, characteristics and methodologies in this area, synthesizing insights from previous research and presenting a future research agenda for underexplored and unexplored contexts using emerging theoretical perspectives and analytical methodologies.

Findings

The review illuminates theoretical and empirical studies on value co-creation among patients in OHCs. Previous research shows that value co-creation among patients leads to cognitive, affective and physical benefits such as reduced anxiety and stress, increased assurance and self-confidence, improved quality of life, enhanced patient empowerment, acceptance of disease and treatment effectiveness and a sense of self-worth and well-being.

Originality/value

This review synthesizes insights from previous works and outlines a research agenda for future studies in underexplored and unexplored contexts using new theoretical perspectives and methodologies. Considering the role social media plays in an individual’s life, this work will help in deep diving into the role of such online communities in the health-care sector.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 9 August 2024

Mohamed A. Khashan, Mohamed A. Ghonim, Mariam Ashraf Aziz, Thamir Hamad Alasker and Mohamed M. Elsotouhy

The current study used the Stimuli-Organism-Response (S-O-R) paradigm to analyze value co-creation and customer gratitude influence on hotel guests' online reviews. It also…

Abstract

Purpose

The current study used the Stimuli-Organism-Response (S-O-R) paradigm to analyze value co-creation and customer gratitude influence on hotel guests' online reviews. It also examines the price fairness perception moderating influence on value co-creation and consumer gratitude.

Design/methodology/approach

Data were collected from 436 customers using an Internet-based questionnaire. PLS-SEM was utilized to assess hypotheses based on WarpPLS.7 software.

Findings

The findings demonstrated that value co-creation (co-production and value in use) significantly impacted customer gratitude and willingness to post positive online reviews. Gratitude positively influenced customers’ willingness to post online reviews. Gratitude mediated the relation between value co-creation and willingness to post positive online reviews. Price fairness perception moderated the relationship between value co-creation dimensions and customer gratitude.

Originality/value

The S-O-R framework underpins this study to measure the effects of co-production and value in use (stimuli) on consumer gratitude (organisms) and willingness to post positive online reviews (response). No prior studies examined this paradigm in an emerging market like Egypt. In addition, the study investigated the fair price fairness perception as a new moderating variable. Theoretical and managerial consequences are addressed.

Details

EuroMed Journal of Business, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1450-2194

Keywords

Article
Publication date: 13 August 2024

Gunjan Dandotiya, Juhi Gahlot Sarkar and Abhigyan Sarkar

Based on the stereotype content model (SCM), this study aims to enrich comprehension of virtual service assistant (VSA)-enabled service delivery through two pivotal avenues…

Abstract

Purpose

Based on the stereotype content model (SCM), this study aims to enrich comprehension of virtual service assistant (VSA)-enabled service delivery through two pivotal avenues. Firstly, it aims to conceptualize and test the fundamental mechanism underlying how businesses deploy services using VSAs. Secondly, this study explores whether the paradigms of service co-creation versus service recovery differentially impact customers’ perceptions of warmth and competence in VSA-enabled service delivery.

Design/methodology/approach

This study used a one-factorial (service paradigm: service co-creation vs service recovery) field experiment. Covariance-based structural equation modelling was used to analyze the data.

Findings

The results show that VSA service quality dimensions impact satisfaction for service co-creation and both trust and satisfaction for service recovery. The stronger link that mediates this effect is competence for service co-creation and warmth for service recovery.

Originality/value

This research extends the understanding of SCM to VSA-enabled services and shows the asymmetries of mediation between the paradigms of service co-creation versus service recovery to suggest the most effective approach for VSAs to successfully meet customer requirements for establishing trust and satisfaction.

Details

Journal of Services Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 6 August 2024

Guilong Li and Gulizhaer Aisaiti

The purpose of this paper is to identify the dimensions and formation mechanisms of brand value on social media platforms within the prosumption logic based on the theory of value…

Abstract

Purpose

The purpose of this paper is to identify the dimensions and formation mechanisms of brand value on social media platforms within the prosumption logic based on the theory of value co-creation. By adopting a process-oriented mindset, this study deconstructs and applies the prosumption theory and the theory of value co-creation in the field of social media, thereby addressing the insufficiencies of previous research that focused primarily on the subject mindset. It offers reference ideas for social media brand managers to attract prosumers to engage in value co-creation.

Design/methodology/approach

The crawler technology and grounded theoretical method were adopted in this research paper.

Findings

Based on the logic of prosumption and the theory of value co-creation, the research finds that the brand value of social media platforms is composed of seven dimensions. The dimensions include brand recognition, brand perception quality, brand experience, brand value-in-use, brand relationship quality, brand loyalty and brand co-creation behavior. From the perspective of prosumption logic, the formation of brand value on social media platforms is a gradual accumulation process. This process involves prosumers participating in prosumption activities, progressing through several stages. Initially, it starts with “prosumption conditions”, which include brand recognition, brand perception quality and brand experience. It then moves to “prosumption processes,” characterized by brand value-in-use and brand relationship quality. Finally, it culminates in “prosumption outcomes,” represented by brand loyalty and brand co-creation behavior. From the perspective of value creation, the formation of brand value on social media platforms is a closed-loop process that includes “brand value identification and empowerment—brand value acquisition and transformation—brand value co-creation and relationship upgradation—brand value co-creation and stability—brand value feedback and iteration.”

Originality/value

The findings contribute to expanding prosumption and co-creation theory and enriching the prosumption logic frame. Meanwhile, it is conducive to encouraging prosumers to participate in the platform’s prosumption activities and jointly creating the brand value of the social media platform. This paper interprets prosumption through the lens of the value co-creation process.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 19 July 2024

Liang Xiao and Tongping Ke

Instant crowdsourcing logistics (ICL) platform is an emerging business model in the field of logistics services. Crowdsourcees’ active participation in platform value co-creation…

Abstract

Purpose

Instant crowdsourcing logistics (ICL) platform is an emerging business model in the field of logistics services. Crowdsourcees’ active participation in platform value co-creation is the key to success for this business model. This study aims to explore the influence of platform governance mechanisms on crowdsourcees’ participation in value co-creation on the platform.

Design/methodology/approach

Based on governance theory, this study constructed a model of the influence of platform governance mechanisms on crowdsourcees’ value co-creation intentions and discussed the role of community diversity in this model. The survey data of 319 collected from crowdsourcees on China’s well-known ICL platform were analyzed using a partial least squares structural equation model.

Findings

The results showed that platform governance mechanisms have a significant influence on crowdsourcees’ value co-creation intentions. Among them, the impact of the welfare resource support mechanism is the largest, followed by the reputation reward and punishment mechanism, while the price coordination mechanism has the least impact. Community diversity has a significant positive moderating effect on the welfare resource support mechanism and crowdsourcees’ value co-creation intentions, but not between other governance mechanisms and crowdsourcees’ value co-creation intentions.

Originality/value

The results provide references for ICL platform to develop a targeted governance mechanism to enhance the positive role of community diversity and reduce the negative impact.

Details

The International Journal of Logistics Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0957-4093

Keywords

Article
Publication date: 9 July 2024

Ming Tian, Jiarui Yan and Xiaotong Li

Artificial intelligence (AI) used in service has sparked fundamental changes in how enterprises engage their customers. AI specifically designed for customer service is denoted as…

Abstract

Purpose

Artificial intelligence (AI) used in service has sparked fundamental changes in how enterprises engage their customers. AI specifically designed for customer service is denoted as service-oriented AI. Through the lens of social information processing theory and the pleasure-arousal-dominance (PAD) emotional state model, this study aims to examine the underlying mechanisms for service-oriented AI anthropomorphism to influence customers' propensity for value co-creation.

Design/methodology/approach

Our data were collected from hotel customers who had experienced interactions with service-oriented AI. Through purposive sampling, 350 survey responses were collected. We analyzed the survey data using covariance-based structural equation modeling (CB-SEM).

Findings

This study has two key findings. Firstly, customers' propensity for value co-creation is favorably facilitated by the anthropomorphism of service-oriented AI. Secondly, the anthropomorphism of service-oriented AI can strengthen customers' perceptions of cuteness and service capacity, elicit a sense of novelty, and enhance customers' propensity to collaborate with service-oriented AI to create value. These findings address the research gaps by focusing on customer engagement through service-oriented AI and provide a theoretical basis for subsequent practical endeavors in the field.

Originality/value

Integrating the PAD emotional state model with the social information processing theory, this study explores the effects of service-oriented AI's anthropomorphism on customers' propensity for value co-creation.

Details

Marketing Intelligence & Planning, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 22 July 2024

Walter Macêdo de Assis and Bruno Vilela

This study aims to analyze the effect of social media marketing (SMM), generated by doctors and dentists, on consumers’ purchase intention, via the influence of the value…

Abstract

Purpose

This study aims to analyze the effect of social media marketing (SMM), generated by doctors and dentists, on consumers’ purchase intention, via the influence of the value co-creation perception, brand equity and consumer brand engagement. Additionally, this study analyzes the moderating role of purchase frequency.

Design/methodology/approach

A sample of 110 respondents was surveyed using a self-administered questionnaire. The partial least squares structural equation modeling (PLS-SEM) was used to test the research hypothesis.

Findings

The findings reveal that SMM positively influences value co-creation perception. Value co-creation perception positively influences brand equity and consumer brand engagement. Brand equity positively influences purchase intention. The moderating role of frequency was confirmed. However, the effects of consumer brand engagement on purchase intention were not confirmed.

Practical implications

The study findings enable healthcare marketers to develop social media marketing and branding strategies to engage consumers and increase perceived value, brand equity and purchase intention of healthcare services.

Originality/value

To the best of the authors’ knowledge, this study is the first to introduce SMM as an antecedent of the relationship between value co-creation and brand equity. This study is also the first to test the relationship between value co-creation and brand equity in the healthcare sector. A new integrated model was proposed to understand the effects of SMM on the intention to purchase healthcare services.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 21 May 2024

Md Rabiul Islam, Sandra Maria Correio Loureiro, Inês Carvalho and Ana Ramires

This study proposes a conceptual model and aims (1) to understand how co-creation experience influences guest engagement, (2) to analyse the effect of satisfaction and affective…

Abstract

Purpose

This study proposes a conceptual model and aims (1) to understand how co-creation experience influences guest engagement, (2) to analyse the effect of satisfaction and affective image between co-creation experience and guest engagement, and (3) to analyse the effect of guest engagement on behavioural intentions.

Design/methodology/approach

A questionnaire-based online survey was conducted targeting U.S.-based hotel customers. Developed on Qualtrics and distributed via Mechanical Turk, the survey garnered 465 useable responses from individuals who had visited international chain hotels within the last year. Data analysis was performed using Structural Equation Modelling (SEM) in IBM SPSS Amos.

Findings

The findings revealed significant direct effects of co-creation experience on affective image and guest satisfaction, with guest satisfaction notably influencing guest engagement, and guest engagement directly influencing behavioural intention. However, both co-creation experience and affective image showed minimal direct impact on guest engagement. The study also highlighted the importance of indirect effects and total effects in understanding the dynamics between the constructs analysed.

Research limitations/implications

The findings revealed significant direct effects of co-creation experience on affective image, with affective image notably influencing guest engagement, and guest engagement directly influencing behavioural intention. Although satisfaction had direct effects on guest engagement, co-creation experience showed minimal direct impact on guest satisfaction and on guest engagement.

Practical implications

This study advises managers to use co-creation primarily to enrich guest experiences and establish emotional connections rather than as a tool for directly enhancing engagement. It recommends that managers invest in strategies to enhance guest engagement beyond co-creation given the direct link between guest engagement and behavioural intentions, and the minimal direct impact between co-creation, guest engagement and satisfaction.

Originality/value

This study demonstrates that affective image is a pivotal mediator between co-creation experience and guest engagement. The findings provide valuable implications for hospitality practitioners in designing and managing co-creation experiences, emphasizing the importance of fostering a positive affective image in the value co-creation process to attain positive behavioural outcomes.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

Open Access
Article
Publication date: 11 June 2024

Laura Di Pietro, Veronica Ungaro, Maria Francesca Renzi and Bo Edvardsson

The paper investigates how the engagement of a group of actors (the volunteers), previously unexplored in service ecosystems literature, contributes to generating new co-creation…

Abstract

Purpose

The paper investigates how the engagement of a group of actors (the volunteers), previously unexplored in service ecosystems literature, contributes to generating new co-creation activities and well-being outcomes in the healthcare service ecosystem (HSE). Moreover, the study analyses how the provision and integration of volunteers’ resources help to explain the HSE self-adjustment favouring the re-humanisation of service.

Design/methodology/approach

The article zooms in on the volunteers’ activities in an HSE. A qualitative approach is adopted, and an empirical investigation is grounded in data gathered from Kids Kicking Cancer (KKC) Italia, a volunteer association operating in the paediatric oncology ward of Italian hospitals. Data are collected and triangulated through in-depth interviews, volunteers’ diaries and observations. The analysis is conducted by adopting an interpretative thematic analysis technique.

Findings

The study provides a conceptual framework explaining how volunteers’ value co-creation activities influence the HSE’s self-adjustment by leading to a re-humanisation of services. The paper also contributes to the state of knowledge by identifying seven categories of volunteers’ value co-creation activities, two of which are completely new in the literature (co-responsibility and empowerment).

Originality/value

The paper contributes to the service research literature by identifying empirically grounded value co-creation activities extending the understanding of self-adjustment and re-humanisation of the service ecosystem.

Details

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

Keywords

Article
Publication date: 2 May 2024

Zhengpei Wang and Xue Yang

The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value…

Abstract

Purpose

The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value co-creation practices can cultivate consumers' brand loyalty.

Design/methodology/approach

Using partial least squares modeling, the hypotheses testing involves the utilization of and data collection from 599 Chinese consumers who actively engage in brand communities in China.

Findings

Value co-creation practices in brand communities cultivate consumers' affective commitment and psychological brand ownership, which in turn can further contribute to consumers' brand loyalty.

Originality/value

By offering a more comprehensive insight into how affective commitment and psychological brand ownership act as intermediaries between value co-creation practices and consumers' brand loyalty, this research enhances the existing knowledge on value co-creation and brand management.

Details

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

Keywords

1 – 10 of over 1000