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Article
Publication date: 24 November 2021

Longshan Chen, Leping Yuan and Zhangxiang Zhu

This study aims to explore the value co-creation for developing cultural and creative virtual brand communities (CCVBCs) by developing a conceptual framework based on the…

Abstract

Purpose

This study aims to explore the value co-creation for developing cultural and creative virtual brand communities (CCVBCs) by developing a conceptual framework based on the stimulus-organism-response framework, social cognition theory (SCT) and social exchange theory (SET).

Design/methodology/approach

The proposed conceptual framework was developed from a comprehensive review of the related literature. This study tested and validated the proposed framework using partial least square structural equation model based on the data collected through a survey.

Findings

First, perceived hedonic benefit was positively affected by content personalization, user interaction design and technological innovation. Perceived social benefit and perceived self-achievement benefit were positively affected by user interaction design and technological innovation. Second, user content creation behavior was affected by perceived social benefit and perceived self-achievement benefit; user browsing behavior was significantly affected only by perceived hedonic benefit, and interaction behavior was significantly affected by perceived hedonic benefit, perceived social benefit and perceived self-achievement benefit. Third, perceived social benefit and perceived self-achievement benefit partially mediated the relationship between user interaction design and interaction behavior. As for the influence of technological innovation on interaction behavior, however, and the influence of user interaction design and technological innovation on content creation behavior, both perceived social benefit and perceived self-achievement benefit had complete mediation.

Originality/value

This study found that the characteristics of developing CCVBCs affected perceived benefit in participating in the value co-creation process. The results contributed to the value creation research by enriching the understanding of user value co-creation in developing CCVBCs.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 24 August 2021

Reihaneh Bidar, Alistair Barros and Jason Watson

In the co-creation process from a network perspective, service is produced, designed, and evaluated entirely by the actors with dynamic roles and with less participation…

Abstract

Purpose

In the co-creation process from a network perspective, service is produced, designed, and evaluated entirely by the actors with dynamic roles and with less participation by the firm's employees in the service process. The purpose of this paper is to develop a theoretical model that represents environmental stimuli and value perceptions that contribute to service co-creation behaviour in an online network.

Design/methodology/approach

A total of 36 semi-structured interviews were conducted with members of two online programming communities – GitHub and Stack Overflow co-creators, with the data analysed using thematic analysis. The stimulus-organism-response model guided the development of the final model.

Findings

Social influence and trust are influential in actor value perceptions, including primary and network value, the interplay of which leads actors to co-production, supportive, and administrative behaviour. Environmental factors do not directly drive actors; rather it is the value that initiates and drives actors, which, by extension, initiates and drives the co-creation of services.

Research limitations/implications

The service co-creation behaviour model provides a basis for future research in the co-creation and co-destruction context to model behaviours within the online network organisation setting and thereby enable improvement of such systems. This model can be operationalised in a network environment through design features.

Originality/value

This paper provides a rich understanding of environmental stimuli and value perception factors that contribute to the co-creation of services, and identifies different types of behaviours in dynamic online networks. This paper presents a new model of different types of behaviours emerging from actor participation in the co-creation process.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 14 October 2020

Mevludiye Guzel, Bülent Sezen and Umit Alniacik

This paper aims to analyze value co-creation (VCC) in new product development from consumer’s perspective. It offers a holistic approach to consumers’ VCC behavior with…

Abstract

Purpose

This paper aims to analyze value co-creation (VCC) in new product development from consumer’s perspective. It offers a holistic approach to consumers’ VCC behavior with its before (drivers) and after (consequences) stages.

Design/methodology/approach

Three consecutive studies are carried out to test the hypotheses examining the antecedents and results of co-creation behavior, as well as the behavior itself in a new headphones design context. The experimental data have been collected from 934 university students within a period of six months.

Findings

Findings suggest that extraversion and openness to experience increase consumers’ willingness to participate in VCC. Celebrity endorsers and product category involvement also affect this tendency. When consumers display co-creation behavior, they intend to purchase the product to be co-created. However, they are especially keen to buy this co-created product when their contributions are embodied in it.

Originality/value

Previous studies focus on intentions, lacking a detailed analysis of actual VCC behavior. By shedding light on co-creation behavior with its before and after stages, this paper contributes to co-creation literature with a field experiment. Consumers’ co-creation behavior has been observed in the context of new product development, which is mostly occupied by business to business research. Therefore, the results also add to research on new product development in business to consumer contexts.

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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.

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Article
Publication date: 16 November 2021

Hau Nguyen Le, Tram-Anh Ngoc Pham and Thuy Ngoc Pham

This study aims to address two relatively unexplored issues in banking service literature. The first relates to the impact of co-creation behaviors of frontline employees…

Abstract

Purpose

This study aims to address two relatively unexplored issues in banking service literature. The first relates to the impact of co-creation behaviors of frontline employees (FLEs) on their well-being. The second is the impact of FLEs' adaptability on their performance of co-creation behaviors and their well-being in the workplace.

Design/methodology/approach

A structural model was built and tested using survey data collected from 366 FLEs offering financial consulting services to customers at banks.

Findings

FLE co-creation behaviors have positive impacts on FLEs’ well-being, including well-being in the workplace (job satisfaction) and general well-being (quality of life). Moreover, FLEs with a high level of interpersonal and service-offering adaptability perform co-creation behaviors better than those with lower adaptability and have higher job satisfaction. Between service-offering adaptability and interpersonal adaptability, the former has stronger effects than the latter.

Practical implications

The findings suggest that banks develop and enhance FLEs’ adaptability and co-creation behaviors to enhance their well-being and customer value.

Originality/value

Prior research on FLEs' co-creation mainly focuses on customer-related transformative outcomes, leaving their own well-being less examined. This study fills this gap by providing evidence to suggest that although active co-creation behaviors require FLEs to have more skills and put in more effort, they do bring about transformative impacts in terms of better job satisfaction and quality of life. Additionally, a high level of adaptability helps FLEs to comfortably perform their co-creation behavior, thereby reducing stress and improving well-being.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

Keywords

Open Access
Article
Publication date: 10 September 2020

Muhammad Mubushar, Norizan Bt Jaafar and Rossazana Ab Rahim

This paper aims to investigate the impact of external stakeholders-related corporate social responsibility (CSR) activities (local community and suppliers) on customer…

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3955

Abstract

Purpose

This paper aims to investigate the impact of external stakeholders-related corporate social responsibility (CSR) activities (local community and suppliers) on customer value co-creation behavior. This study also aims to examine the mediating role of relationship marketing orientation (RMO) on the relationship of CSR activities and customer value co-creation behavior.

Design/methodology/approach

The main problem of dichotomy between customers and the management was existing in banking sector so that’s why through purposive sampling, banking customers were selected for data collection through a self-administered questionnaire. Structural equation modeling was used to test the proposed hypotheses.

Findings

The present study found that both local community-related and supplier-related CSR activities have a positive impact on customer value co-creation behavior. Relationship marketing orientation mediates between the link of CSR activities and customer value co-creation behavior. The strength of RMO in CSR supplier and customer value co-creation behavior is found to be more dominant.

Research limitations/implications

This study is restricted to one country under-investigation; therefore, it can be replicated with a larger and more geographically diverse sample.

Practical implications

This study offers insights to the banking sector that local community-related CSR activities contribute to the value co-creation behavior and minimize the social problems of Pakistan.

Originality/value

The findings of this study highlight that top management of banks can enhance the customer’s participation in services by using valuable CSR activities. The results imply the importance of interactions between the recipient of services and service providers. Stakeholder theory has previously been applied to examine stakeholders’ value maximization; this study uses stakeholder theory to examine shareholders’ value co-creation.

Propósito

Este estudio investiga el impacto de las actividades de responsabilidad social corporativa (RSC) relacionadas con las partes interesadas externas (comunidad local y proveedores) en el comportamiento de co-creación del valor del cliente. Este estudio también tiene como objetivo examinar el papel mediador de la orientación del marketing relacional (OMR) en la relación de las actividades de responsabilidad social corporativa y el comportamiento de co-creación del valor del cliente.

Diseño/metodología/enfoque

El principal problema de dicotomía entre los clientes y la gerencia existía en el sector bancario, por lo que a través de un muestreo intencional, los clientes bancarios fueron seleccionados para la recolección de datos a través de un cuestionario auto-administrado. Con el fin de verificar las hipótesis propuestas, se empleó un modelo de ecuaciones estructurales.

Hallazgos

El presente estudio encontró que tanto las actividades de RSC relacionadas con la comunidad local como las relacionadas con los proveedores tienen un impacto positivo en el comportamiento de co-creación del valor del cliente. La orientación del marketing relacional media entre el vínculo de las actividades de responsabilidad social corporativa y el comportamiento de co-creación del valor del cliente. La fuerza de la OMR en el comportamiento de co-creación del valor del cliente y el proveedor de RSC se encontró que era más dominante.

Limitaciones de la investigación

Este estudio se limita a un único país, por lo tanto, podría ser replicado con una muestra más amplia y con mayor diversidad geográfica.

Implicaciones prácticas

Este estudio ofrece información al sector bancario de que las actividades de RSE relacionadas con la comunidad local contribuyen al comportamiento de co-creación de valor y minimizan los problemas sociales de Pakistán.

Originalidad/valor

Los resultados de este estudio ofrecen a la alta dirección de los bancos la posibilidad de mejorar la participación de los clientes en los servicios mediante la utilización de valiosas actividades de RSC. Los resultados implican la importancia de las interacciones entre el receptor de los servicios y los proveedores de servicios. La teoría de las partes interesadas se ha aplicado anteriormente para examinar la maximización del valor de las partes interesadas; este estudio utiliza la teoría de las partes interesadas para examinar la co-creación de valor de los accionistas.

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Article
Publication date: 9 February 2015

Dominique A. Greer

This study aims to explore the scope of consumers’ defective co-creation behaviour in professional service encounters. One of the founding premises of service-dominant…

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2870

Abstract

Purpose

This study aims to explore the scope of consumers’ defective co-creation behaviour in professional service encounters. One of the founding premises of service-dominant logic (Vargo and Lusch, 2004, 2008) is that consumers co-create the value they derive from service encounters. In practice, however, dysfunctional consumer behaviour can obstruct value co-creation. Extant research has not yet investigated consumers’ defective co-creation behaviour in highly relational services, such as professional services, that are heavily reliant on co-creation.

Design/methodology/approach

To investigate defective co-creation in professional services, 164 critical incidents were collected from 38 health-care and financial service providers using the critical incident technique within semi-structured, in-depth interviews. Thematic coding was used to identify emergent themes and patterns of consumer behaviour.

Findings

Thematic coding resulted in a comprehensive typology of consumers’ defective co-creation behaviour that both confirms the prevalence of previously identified dysfunctional behaviours (e.g. verbal abuse and physical aggression) and identifies two new forms of consumer misbehaviour: underparticipation and overparticipation. Further, these behaviours can vary, escalate and co-occur during service encounters.

Originality/value

Both underparticipation and overparticipation are newly identified forms of defective co-creation that need to be examined within the broader framework of service-dominant logic (SDL).

Details

European Journal of Marketing, vol. 49 no. 1/2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 9 August 2021

Rafael P. Albuquerque and João J. Ferreira

This paper aims to verify co-creation behavior and understand a relationship between perception of service quality, loyalty and co-creation, from Starbucks customers' perspective.

Abstract

Purpose

This paper aims to verify co-creation behavior and understand a relationship between perception of service quality, loyalty and co-creation, from Starbucks customers' perspective.

Design/methodology/approach

A quantitative methodology was carried out, operationalized by applying a questionnaire to a sample of 385 respondents.

Findings

The results showed that service quality has a positive impact on loyalty and co-creation behavior in all its aspects; loyalty can be considered an important attribute in the intention of co-creation by customers.

Originality/value

This research extends the current knowledge on the subject and examines the associations between other attributes discussed. The implications of the study suggest strategic directions for using the clients' co-creation as a competitive alternative and generating value.

Details

International Journal of Innovation Science, vol. 14 no. 1
Type: Research Article
ISSN: 1757-2223

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Article
Publication date: 6 January 2022

Çağlar Samsa and Alpaslan Yüce

The purpose of this paper is to test what experience value factors are required to constitute customer value co-creation behavior.

Abstract

Purpose

The purpose of this paper is to test what experience value factors are required to constitute customer value co-creation behavior.

Design/methodology/approach

The authors collected the opinions of 395 customers who had hospital experience in the last one year and the value they perceived from these experiences through random sampling. In addition, they tested the effect of the value perceived by the customers from these experiences on the customer value co-creation behavior with the partial least structural equation modeling (PLS-SEM) model using Smart PLS 3 software.

Findings

The measurements had strong reliability and validity. In addition, PLS-SEM results showed that customer experience value had a positive and significant effect on customer value co-creation behavior. The results of the study have revealed that creating the perception of customer experience value is an important determinant of customer value co-creation behavior (customer citizenship behavior and customer participation behavior) in hospitals.

Research limitations/implications

The limitation of the study is that the study was conducted only in public hospitals. The application was carried out in only one city and two public hospitals.

Practical implications

It was concluded that customer experience value is the key factor for co-creation value in hospitals.

Originality/value

Achieving co-creation value is considered a key element in the success and competitive advantage of hospitals. In the study, it was seen that the perception of customer experience value is very important in the success of the companies. It is predicted that these results will make significant contributions to firm managers in the design of hospital journeys of customers, service improvement and service excellence efforts.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

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Article
Publication date: 10 July 2017

Gaurangi Laud and Ingo Oswald Karpen

The purpose of this paper is to identify antecedents and consequences of customers’ value co-creation behaviour (VCB). VCB as a means to facilitate value realisation…

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1814

Abstract

Purpose

The purpose of this paper is to identify antecedents and consequences of customers’ value co-creation behaviour (VCB). VCB as a means to facilitate value realisation processes is gaining importance in service research and practice. Encouraging such enactments can be challenging, but can also offer competitive advantages.

Design/methodology/approach

We empirically investigate a conceptual model by converging three contemporary concepts of co-creation research – embeddedness, VCB and value-in-context – and examining the interdependencies between them. Data were collected in an online forum of a leading international weight-management firm.

Findings

Results suggest that customers’ embeddedness is a key antecedent of customers’ VCB in a service system. The three embeddedness dimensions – structural, relational and cultural – have a differential impact on customers’ VCB. Furthermore, findings illustrate that customers’ VCB has a significant impact on their object-oriented, self-oriented and brand-oriented social value-in-context outcomes.

Research limitations/implications

This study contributes by empirically investigating and validating antecedents and consequences of VCB in a service system. In doing so, the study highlights the significance of the nature of customer’s social constellations to develop contexts where value outcomes are actualised. Understanding the factors that shape VCB offers insights for firms to recognise how and where value propositions can be deployed that drives on-going co-creation processes.

Originality/value

This study is the first empirical research to offer insights into important pre-conditions and subsequent outcomes concurrently to illustrate how customers’ VCB can be managed and nurtured for sustainable value co-creation processes within service systems. This research further advances mid-range theorizing and microfoundational perspectives in marketing.

Details

Journal of Service Theory and Practice, vol. 27 no. 4
Type: Research Article
ISSN: 2055-6225

Keywords

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