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The aim of this research is to provide insight into how organizations can co-create value with family members engaged in service journeys of customers experiencing vulnerabilities, thereby paying attention to their organizational practices (i.e. recursive or routinized patterns of organizational actions and behaviors).

To investigate, this research relies upon a multiple case study in a group of nursing homes in Flanders that had the ambition to engage family members in service journeys of their loved ones while measuring their value perceptions as a performance indicator (here, satisfaction with nursing home services).

The case evidence shows that nursing homes co-create value with family members through caring practices that focus on their role as secondary customers (i.e. welcoming, connecting and embedding) and empowering practices that focus on their role as partial employees (i.e. teaming up, informing and listening practices). However, the way in which the different caring and empowering practices are enacted by the nursing home and its staff affects their value co-creation potential.

By focusing on the practices with which organizations can co-create value with family members engaged in service journeys of their loved ones, this research bridges the service literature with its attention for value co-creation practices and the literature on customers experiencing vulnerabilities with its focus on extended customer entities.

This paper aims to identify and analyze factors that determine firms’ commitment to co-create new services with business customers.

A quantitative study based on a scenario method, involving an online survey of French service companies, reveals the determinants of commitment to service co-creation.

Customer benefits and organizational sacrifices, as well as firm-related factors (specialization, partners’ involvement and innovativeness) correlate with firms’ commitment to co-create new services. The proposed, empirically grounded model details factors that determine firms’ commitment to co-create new services with business customers, including innovative culture as a key determinant.

The identified factors that affect firms’ commitment to co-create services can guide managers’ efforts to improve customer relationships and thus their service innovation processes.

This study identifies and analyzes characteristics of committed firms, as well as the benefits and sacrifices they face in co-creating new services, in a novel way. Thus, it helps define the fit between a service offering and business customers’ participation in new service development contexts.

This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of co-created food well-being and highlighting implications for interactive experience co-design.

A sequential mixed-method approach was used to test a theoretical model; 25 in-depth interviews with cooking class participants were conducted, followed by a post-experience survey (n = 575).

Qualitative results suggest braggart WoM is rooted in active consumer participation in co-designing leisure experiences. The structural model confirms that participation in value co-creating activities (i.e. co-design, customer-to-customer (C2C) interaction), alongside perceived support from service providers, increases consumer perceptions of co-creation and stimulates braggart WoM. Degree of co-creation and support from peers mediate some relationships.

Limited by cross-sectional data from one experiential consumption format, the results nevertheless demonstrate the role of active participation in co-design and C2C interactions during value co-creation. This implies that co-created and co-designed leisure experiences can intensify post-consumption behaviours and potentially enhance food well-being.

The results highlight that integrating customer participation into service design, while also developing opportunities for peer support on-site, can stimulate braggart WoM.

Extends burgeoning literature on co-creation and co-design in leisure services. By encouraging active customer participation while providing support and facilitating C2C interactions, service providers can enhance value co-creation, influencing customer experiences and food well-being. Accordingly, the concept of co-created food well-being is introduced.

The purpose of this paper is threefold: to introduce a practice-based framework designed to integrate and deepen our understanding of how individuals co-create service experience practices; to identify co-creating service experience practices; and to provide a compelling agenda for future research, and offer practical strategies to enhance co-created service experiences. Accordingly, we extend practice theory, building on Kjellberg and Helgesson’s (2006) practice-based framework for markets by integrating Holt’s (1995) consumer practices and social capital-based practices (Gittell and Vidal, 1998; Woolcock, 2001).

The authors interpretive analysis draws on naturalistic observations carried out over 18 months, supplemented with 35 interviews (17 with residents, and 18 with staff) and a diary study of nine non-management staff (including nursing staff, kitchen and cleaning staff and administrative staff) at a residential aged care facility.

This paper offers a new conceptualization of service experience. Rather than viewing service experiences as dyadic, designed and produced by the firm for the customer, the authors conceptualize service experience as dynamic, experiential, relational activities and interactions, thus highlighting the collective, collaborative, evolving and dynamic nature of service experience.

Building on McColl-Kennedy et al.’s (2012) foundational work, the authors articulate three distinct types of practices that characterize service experiences. We extend practice theory offering an integrative practice-based framework consistent with our practice-based conceptualization of service experience. Based on the service ecosystem metaphor and drawing parallels and contrasts with an ant colony, the authors provide a co-created service experience practices (CSEP) framework comprising: representational practices – assimilating, producing and personalizing; normalizing practices – bonding, bridging and linking; and exchange practices – accounting (searching and selecting), evaluating (sorting and assorting), appreciating, classifying (displaying objects and demonstrating collective action, and play (communing and entertaining). Our CSEP framework integrates three theoretical frameworks, that of Kjellberg and Helgesson’s (2006) market practices framework, Holt’s (1995) consumer practices and social capital-based practices (Gittell and Vidal, 1998; Woolcock, 2001), to yield a deeper explanation of co-created service experience practices.

It is clear from our observations, interviews with residents and staff, and from the diary study, that customers co-create service experiences in many different ways, each contextually determined. In some cases the customers are well equipped with a wide array of resources, integrated from exchanges with other customers, staff, friends and family and from their own resources. In other cases, however, few resources are integrated from few sources. Importantly, the authors found that some staff are willing and able to offer an extensive range of resources designed to complement the customers’ own resources to help facilitate the service experience. We offer a seven-point practical plan designed to enhance service experiences.

The authors work contributes theoretically and practically in four important ways. First, the authors provide a critical analysis of prior service experience conceptualizations. Second, consistent with the conceptualization that service experiences are dynamic, experiential, relational activities and interactions developed with the customer and potentially other actors, including for example, other customers, organizations, and friends and family, we draw parallels and contrasts with a biological ecosystem and offer a co-created service experience practices (CSEP) framework designed to integrate and deepen the understanding of co-created service experiences and extend practice theory. Third, the authors provide managerial implications, including a seven-point practical plan. Finally, the authors offer a research agenda to assist further theory development.

With the rapid development of information technologies and the internet, firms have increasingly focussed on customer interactions to realise value co-creation. Previous studies have empirically examined interaction orientation, but their measurements have been derived from goods-dominant logic and have not explained the mechanism of value co-creation. The purpose of this paper is to propose an operational definition and define the dimensions of interaction orientation based on value co-creation theory (IOVCC), and then develop a scale for it.

In this study, data were collected from employees via three questionnaire surveys, and then analysed using exploratory factor analysis and confirmatory factor analysis.

The findings are as follows: IOVCC represents a firm’s implementation of a set of marketing actions aimed at inserting the firm into its customers’ daily life practices and co-creating value with the customers. The construct of IOVCC consists of five behavioural dimensions: “building communication channels”, “involving customers in co-production”, “improving service capabilities”, “improving interaction quality” and “integrating interaction resources”. The measurement scale for IOVCC has acceptable levels of reliability, content validity, convergent validity, discriminant validity and nomological validity.

This study enriches the literature on value co-creation theory by revealing the process and actions of co-creating value. It also contributes to the understanding of service touchpoints by highlighting the interaction quality of touchpoints. In addition, the authors have developed a reliable and valid scale for IOVCC, thereby facilitating the measurement of a firm’s implementation of the “value co-creation” business philosophy.

This study aims to investigate how hoteliers leverage mobile technologies to shape services that allow customers to create their own unique and personalized experiences.

Guided by service-dominant logic and sociomateriality, this study analyzes hoteliers’ reasoning behind the design of mobile-based services through qualitative research. Data were collected from interviews with hotel managers representing best-practice companies in the industry.

The findings provide a rich description of mobile-based value co-creation in the hotel context. They delineate hoteliers’ understanding of mobile technologies as a means to co-create value, their strategic considerations and the forms in which value is expected to be co-created.

This study unearths the new roles of hoteliers, unique forms of value co-creation and their underlying structures in the specific context of mobile-based value co-creation. Practical implications based on industry best practices are provided for hospitality companies seeking to innovate by co-creating value with customers using mobile technologies.

This research paper contributes to the hospitality literature on IT-enabled service innovation and value co-creation by comprehensively explaining the underlying structure and design of co-created experiences facilitated by mobile-based services.

The purpose of this paper is to empirically investigate the linkages between strategic interaction and relationship value, with a variety of co-creating value strategies as conceptual mediators.

This study reports on a field survey conducted in the Chinese manufacturing industry. A total of 180 questionnaires were sent to customers of service providers, and 120 valid responses were received, representing a response rate of 66.7 per cent. The data were then analyzed by using a number of statistical tools.

The results suggest that strategic interaction leads to a positive effect on the relationship value without any regard to the size of the customer. However, the mediating effect of product-based service is more significant for large-size customers, whereas the mediating effect of integrated managerial service is more significant for medium- and small-size customers.

This study explores how value might be created in a business-to-business context in a service supply chain from a relationship marketing perspective. It distinguishes product-based service and integrated managerial service as co-creating value strategies and further clarifies the different mechanisms underlying their relationships with strategic interaction between service supplier and customer. In particular, this study suggests that although strategic interaction may yield superior relationship value, the size of the customers will determine what kind of co-creating strategies would be preferred.

This study aims to propose a conceptual framework to capture the essence of memorable experiences.

A conceptual framework based on the service marketing and tourism literature is proposed to understand how memorable experiences are co-created. A particular context is presented to test the hypotheses using structural equation modelling. The quantitative findings are further explained using qualitative data.

The findings show that co-creation, novelty, theming and storytelling serve as antecedents of entertainment, education, escapism and esthetics, consequently resulting in positive memorable experiences.

This study aids researchers and managers in understanding and co-creating memorable customer experiences.

The metaphor of the journey may help to rethink business models by implementing practices suggested by both marketing and tourism research.

Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of brand love, amongst Generation Y and Z consumers. It explores the role of brand love in predicting consumers’ intention to co-create value and willingness to pay a premium price for the brand, for brands followed on social media.

Data from a study of 332 followers of brands on social media were analysed using structural equation modelling.

Results highlight the role of brand love in mediating the relationship between antecedents online brand engagement and consumer brand identification on intention to co-create value and willingness to pay a premium price. Consumers who trust the brand are more likely to intend to co-create value and are more willing to pay a price premium and these relationships are enhanced when the brand is loved.

Findings provide guidance for managers seeking to build brand friendship relationships with young consumers through social media. Results caution against a form of “superficial” friendship where the consumer may interact and co-create value online, yet fail to value the brand, evidenced through a willingness to pay a premium price.

The research identifies the critical role of brand love in fostering relationships with brands that young consumers follow on social media. The study reveals that neither online brand engagement nor consumer brand identification will result in co-creation of value or willingness to pay a premium price unless the consumer experiences brand love.

Until today, scholars claim that the phenomenon of “co-creation” of value in an “interacted” economy and in the context of positive actor-to-actor relationships has not been adequately explored. This study aims to first to identify and separate the accessible values of internet of things (IoT)-based business models for business-to-business (B2B) and business-to-government (B2G) customer groups. It quantifies the drivers to successfully implement disruptive business models.

Data were gathered from 292 customers in Western Europe. The conceptual framework was tested using partial least square structural equation modeling.

Managing disruptions in the digital age is closely related to the fact that the existing trust in buyer-seller relationships is not enough to accept IoT projects. A company’s digitalization capabilities, satisfaction with the existing relationship and trust in the IoT credibility of the manufacturer drives the perceived value of IoT-based business models in B2B settings. Contrastingly, in B2G settings, money is less important.

Research refers to one business field, the data set is of European origin only. Findings indicate that the drivers to engage in IoT-related projects differ significantly between the customer groups and therefore require different marketing management strategies. Saving time today is more important to B2G buyers than saving money.

The disparate nature of B2B and B2G buyers indicates that market segmentation and targeted marketing must be considered before joint-venturing in IoT business models. To joint venture supply chain partners co-creating value in the context of IoT-related business models, relationship management should be focused with buyers on the same footing, as active players and co-developers of a personalized experience in digital service projects.

Diverging from established studies focusing on the relationship within a network of actors, this study defines disruptive business models and identifies its drivers in B2B and B2G relationships. This study proposes joint venturing with B2B and B2G customers to overcome the perceived risk of these IoT-related business models. Including customers in platforms and networks may lead to the co-creation of value in joint IoT projects.