Search results

1 – 10 of over 1000
Article
Publication date: 9 December 2022

Nguyen-Hau Le, My-Quyen Thi Mai and Tram-Anh Pham

Mindfulness, while being suggested as an important psychological cognitive capability of customers, has received insufficient attention in studies of transformative…

Abstract

Purpose

Mindfulness, while being suggested as an important psychological cognitive capability of customers, has received insufficient attention in studies of transformative services characterized by challenging cocreation behaviors. It is unclear about the contributions of mindfulness to customers’ cocreation and transformative outcomes. This study aims to investigate the direct, indirect, mediating and moderating relationships to explain how mindfulness sustains cocreation effort, increases perceived service value and ultimately enhances the diffusion from the service value to customer well-being.

Design/methodology/approach

A structural model was developed and tested using the CB-SEM method. Data were surveyed from two transformative service industries, yoga training and higher education (N = 283 and 273 cases, respectively).

Findings

Customer mindfulness has a positive relationship with cocreation effort, which in turn positively associates with perceived value. Additionally, mindfulness has a direct relationship with perceived value, which then is the full mediator in the relationships between mindfulness, cocreation effort and life satisfaction. Mindfulness also moderates the transformation from service value (immediate outcome) to life satisfaction (long-term outcome).

Practical implications

Transformative service providers and policymakers should acknowledge and develop strategies to cultivate customers’ mindfulness, which subsequently fosters their value cocreation effort and enhances their well-being.

Originality/value

This research puts forward the concept of mindfulness, a trainable cognitive capability of customers, and shows its importance in transformative service cocreation. This paper provides a full structural mechanism explaining how mindfulness helps cocreate a transformative service and diffuse its immediate value to customer life satisfaction.

Details

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

Keywords

Open Access
Book part
Publication date: 2 August 2022

Christopher Ansell, Eva Sørensen and Jacob Torfing

This chapter looks at how Goal 17 on partnerships can be a lever of change. It discusses the partnership approach to achieving the SDGs and unravels the key functions of…

Abstract

This chapter looks at how Goal 17 on partnerships can be a lever of change. It discusses the partnership approach to achieving the SDGs and unravels the key functions of networks and partnerships, such as knowledge sharing, coordination, and collaborative governance. It carefully explains why we need to shift the focus of the global debate from collaborative governance to the cocreation of public value outcomes. It then provides a schematic account of the different steps in the process of cocreating outcomes, which include initiation, design, implementation, and evaluation. Finally, the chapter identifies the key merits of cocreation and looks its dark side straight in the eye.

Details

Co-Creation for Sustainability
Type: Book
ISBN: 978-1-80043-798-2

Keywords

Open Access
Book part
Publication date: 2 August 2022

Christopher Ansell, Eva Sørensen and Jacob Torfing

This chapter explains how cocreation can be supported by establishing platforms, which provide knowledge, resources, and opportunities for local actors to come together in…

Abstract

This chapter explains how cocreation can be supported by establishing platforms, which provide knowledge, resources, and opportunities for local actors to come together in cocreation arenas. Platforms make it easy for local actors to connect, interact, and engage in productive joint activity. The chapter provides an overview of different types of platforms and describes their distinctive organizing logic, which includes mediating the relationship between different stakeholders, scaffolding their joint action, and leveraging their capacity for change. The chapter identifies important platform dynamics, such as attractor and amplifier effects, synergy, scaling, and social learning, that enable them to successfully support cocreation. Finally, the chapter discusses how platforms themselves can be designed to enhance these dynamics.

Details

Co-Creation for Sustainability
Type: Book
ISBN: 978-1-80043-798-2

Keywords

Article
Publication date: 20 October 2022

Agnieszka Chwialkowska, Waheed Akbar Bhatti, Ahmad Arslan and Mario Glowik

The purpose of this paper is to study the US-based (American) physiotherapy customers’ goals to engage in value cocreation activities during their well-being experience.

Abstract

Purpose

The purpose of this paper is to study the US-based (American) physiotherapy customers’ goals to engage in value cocreation activities during their well-being experience.

Design/methodology/approach

The authors perform Smart PLS-SEM analysis of the primary data of physiotherapy service customers in the USA.

Findings

The findings show that the US well-being customer engages in physiotherapy for individualizing, empowering, development, concerted and ethical motives but not for relating motives. These findings are contrasted with previous research to show that the service-dominant logic is not sufficient to account for the contextual complexity of the well-being experience and to explain the identified differences across culturally different customer segments.

Research limitations/implications

By integrating insights from health-care and cross-cultural literature, the authors highlight the importance of relationship dynamics, culture and institutional context in well-being sector and develop a more comprehensive understanding of the cocreation behaviors in this industry. This helps advance the value cocreation research in well-being sector and promote the well-being experiences such as physiotherapy.

Originality/value

The authors draw from a variety of disciplinary perspectives and challenge the service-dominant (S-D) logic as insufficient in explaining the value cocreation between the customer and expert in the well-being sector. The authors adapt physician–patient relationship model from health-care literature and cultural values of power distance from cross-cultural literature to complement the S-D logic to account for the complexity and nuanced context of the well-being cocreation experience.

Details

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

Keywords

Open Access
Book part
Publication date: 2 August 2022

Christopher Ansell, Eva Sørensen and Jacob Torfing

This chapter examines the translation of generic global goals into local action. It first discusses the translation of global goals into national agendas and the…

Abstract

This chapter examines the translation of generic global goals into local action. It first discusses the translation of global goals into national agendas and the challenges of localizing the goals. Localizing the goals is essential for ensuring that the SDGs reflect local needs, norms, and values, thus ensuring that local actors find them relevant and meaningful. The chapter argues that cocreation is a key vehicle for the localization of the SDGs and identifies the key benefits that arise from using cocreation as a localization strategy. Cocreation can foster the will and capacity for local governments and communities to advance the cause of sustainability. Cocreation can help communities integrate the sustainable development goals, identify hidden resources, build support networks, create social accountability, etc.

Details

Co-Creation for Sustainability
Type: Book
ISBN: 978-1-80043-798-2

Keywords

Book part
Publication date: 25 June 2012

Melissa Archpru Akaka, Stephen L. Vargo and Robert F. Lusch

Purpose – The purpose of this essay is to explore further the concept of value cocreation from a service-ecosystems view, by considering the importance of networks and the…

Abstract

Purpose – The purpose of this essay is to explore further the concept of value cocreation from a service-ecosystems view, by considering the importance of networks and the configuration of relationships and resources in markets.

Methodology/approach – We use a conceptual approach to extend a service-dominant (S-D) logic, ecosystems view of value cocreation by drawing on the literature regarding networks in marketing and related research.

Findings – A service-ecosystems approach to cocreating value-in-context is proposed, which points toward networks as mediating factors in value cocreation because they influence the ability to access, adapt, and integrate resources by establishing exchange relationships and shaping the social contexts through which value is experienced.

Research implications – This research suggests that value cocreation is a complex and multidimensional process that is best studied in the context of dynamic networks or ecosystems of service exchange.

Practical implications – This research suggests that networks mediate value cocreation, and thus, firms should consider the configurations of relationships and resources to develop more compelling value propositions.

Social implications – This research draws on the idea that exchange relationships are embedded within society and suggests that processes of value cocreation not only draw on but also contribute to the social contexts that frame market exchange.

Originality/value of essay – This research extends the value cocreation and S-D logic literature by exploring the role of networks in service ecosystems. In this framework, networks are mediators of value cocreation because they enable access to resources and help to (re)shape social contexts through which value is derived.

Details

Special Issue – Toward a Better Understanding of the Role of Value in Markets and Marketing
Type: Book
ISBN: 978-1-78052-913-4

Keywords

Article
Publication date: 22 July 2022

Zhonghai Su, Xinbo Sun and Donghui Zhao

Enterprises generally change their organizational structures in an era of uncertainty for flexibility, and accordingly, employee entrepreneurship emerges as employees gain…

Abstract

Purpose

Enterprises generally change their organizational structures in an era of uncertainty for flexibility, and accordingly, employee entrepreneurship emerges as employees gain more power and responsibility during this process. This paper aims to explore how employee entrepreneurship impacts enterprises’ sustainable innovation capability. The authors consider the mediating effect of value cocreation and the moderating effect of role stress.

Design/methodology/approach

The authors adopted a questionnaire survey to test the hypothesis, and 356 questionnaires were collected from an online questionnaire platform.

Findings

The results show that employee entrepreneurship has a positive impact on sustainable innovation capability, value cocreation plays a partial mediating role in this relationship between employee entrepreneurship and value cocreation and role stress plays a negative moderating role in the relationship between employee entrepreneurship and value cocreation.

Research limitations/implications

The study makes three main contributions to the literature concerning entrepreneurship and enterprise sustainable innovation capability. First, in relation to the entrepreneurship literature, the authors shift entrepreneurship research from entrepreneurs/leaders to employees in the digital transformation context and specify the connotation of employee entrepreneurship. This shift further enriches and broadens the research boundary of entrepreneurship (Bhide, 2000; Djankov et al., 2006). Second, we add the micro dynamic mechanism of sustainable innovation capability by focusing on the effect of employee entrepreneurship. Employee entrepreneurship positively contributes to enterprise sustainable innovation capability, which is partially mediated by value cocreation, and its impact on value cocreation is moderated by role stress due to the identity change of employees in the digital transformation context. The authors answer calls to clarify the micromechanisms of building enterprise competitive advantage (Terziovski and Sohal, 2020). The research confirms the relationship change between enterprises and consumers in value creation from separation to cooperation (Tu et al., 2020; Costa and Hafto, 2021). Additionally, the authors discuss the dynamic mechanism and factors of value cocreation at the employee level and further verify the positive effect of an active interaction among enterprises, consumers and other value creators (Matarazzo et al., 2021; Heinonen et al., 2013). This approach compensates for the deficiency of previous studies investigating the influence of value cocreation at the level of organization members.

Practical implications

The theoretical analysis and empirical conclusions of this study have important practical implications. First, employee entrepreneurship positively impacts enterprises’ sustainable innovation capabilities. Therefore, enterprises should stimulate their employees’ entrepreneurship to strengthen organizational resilience and adaptability, which are important for enterprises to survive in the changeable age. For example, enterprises can authorize their frontline employees with more resource allocation power and reduce hierarchical control; thus, their employees can address emergencies in a timely manner and catch fleeting market opportunities. Second, since value cocreation is a partial mechanism by which employee entrepreneurship contributes to an enterprise’s sustainable innovation capability, enterprises should help employees improve their capabilities and knowledge for value cocreation. For instance, enterprises should develop decision-making support toolkits, upscale training courses and efficient coordination tools to help employees achieve the necessary skills and knowledge. Only in this way can they qualify to perform an increasing number of autonomous tasks. Finally, employees’ role stress negatively moderates the relationship between employee entrepreneurship and value cocreation. This finding provides a reference for enterprises in position setting, role rule-making, role responsibility-planning, etc. Specifically, enterprises should build a feedback mechanism to manage employees’ role ambiguity, conflict and overload; thus, they can eliminate the potential negative effects on value cocreation and their sustainable innovation capability in a timely manner.

Originality/value

This study expands the boundary and connotation of entrepreneurship in an era of uncertainty, specifies the micromechanism of sustainable innovation capability and provides new insights for enterprises constructing their sustainable innovation capability.

Details

Chinese Management Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-614X

Keywords

Article
Publication date: 15 March 2022

Joanne Jung-Eun Yoo, Junkyu Park and Meehee Cho

Following previous research highlighting the importance of gastronomy experience through cooking classes, this study aims to explore the relationships among gastronomy…

Abstract

Purpose

Following previous research highlighting the importance of gastronomy experience through cooking classes, this study aims to explore the relationships among gastronomy experience, cocreation, experience satisfaction, subjective well-being (SWB) and quality of life (QOL).

Design/methodology/approach

Data were obtained from domestic tourists who attended the Korean temple food cooking classes. Structural equation modeling (SEM) was used to verify the hypothesized relationships. The degree of cocreation was also tested for its potential moderating role on the relationships between gastronomy experience and experience satisfaction using a multigroup analysis.

Findings

Results revealed the strong and positive effects of the four dimensions of gastronomy experience on satisfaction. Furthermore, experience satisfaction was found to indirectly influence QOL through SWB. The effects of the education and entertainment experiences on satisfaction were found to be more positive in the high degree of cocreation group compared with the low degree of cocreation group. However, the influence of the escapism experience on satisfaction was greater in those less involved with the cocreated experiential activity.

Research limitations/implications

Findings may assist tourism marketers and local stakeholders to better understand the nature of gastronomy experiences and the importance of cocreation when designing and promoting gastronomy tourism experiences.

Originality/value

This study introduced an integrative framework that provides a better knowledge of the cocreated experience in the context of gastronomy tourism, and this model may be useful in designing impactful gastronomy experiences that lead to true value cocreation and consequently enhancing QOL.

Details

International Journal of Contemporary Hospitality Management, vol. 34 no. 9
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 17 May 2022

Li Zhao, Jianxin Sun, Ling Zhang and Bowen Ma

This study investigated whether there are differences in the effects of green traditional media communication (GTMC) and green social media communication on consumers'…

Abstract

Purpose

This study investigated whether there are differences in the effects of green traditional media communication (GTMC) and green social media communication on consumers' intention to cocreate green value (ICGV) in post-COVID-19 China. The authors further tested the chain mediating role of cocreation efficacy and cocreation outcome expectation and the moderating role of perceived CSR image.

Design/methodology/approach

Using a survey, we collected a dataset of 683 consumers through stratified random sampling in main shopping malls in four Chinese cities. Structural equation modeling (SEM) was used to test the conceptual framework and hypotheses, and bootstrapping was used to estimate the mediated standardized regression coefficients. Multiple linear regression analysis was used to test the moderating effect.

Findings

GTMC, firm-created content (FCC), and user-generated content (UGC) all had positive effects on ICGV. Cocreation efficacy and cocreation outcome expectation had a chain mediation effect in GTMC and ICGV, UGC, and ICGV. Perceived CSR image positively moderated the effects of both GTMC and FCC on ICGV. However, perceived CSR image did not significantly moderate the relationship between UGC and ICGV.

Originality/value

This study contributes to our understanding of the effect of green media communication on consumers' ICGV in post-COVID-19 China. It also develops the concepts of cocreation efficacy and cocreation outcome expectation. Moreover, analyzing the chain mediating role of cocreation efficacy and cocreation outcome expectation in green media communication and ICGV extends social cognitive theory to the context of green value cocreation. Finally, examining the moderating role of perceived CSR image provides a basis for understanding the boundary conditions of green media communication's effect on ICGV.

Details

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

Keywords

Article
Publication date: 10 March 2022

Arash H. Zadeh, Maryam Farhang, Mohammadali Zolfagharian and Charles F. Hofacker

This research (1) investigates value cocreation behavior and the underlying activities on social media; (2) examines the motivational values and psychological predictors…

Abstract

Purpose

This research (1) investigates value cocreation behavior and the underlying activities on social media; (2) examines the motivational values and psychological predictors of cocreation intention on social media via uses and gratification paradigm (U&G) and the Theory of Planned Behavior (TPB); (3) investigates an underlying mechanism linking the motivational values to cocreation intention, via attitude.

Design/methodology/approach

Structural Equation Modeling (SEM) and the mediation analysis are used to test the data from 417 Facebook users.

Findings

Cocreation intention is (1) robustly influenced by extrinsic motivational values, such as purposive value; (2) indirectly affected, through attitude, by intrinsic motivational values such as entertainment and social enhancement; and (3) not associated with subjective norms, behavioral control and self-discovery. The latter is a likely result of this study's focus on explaining value cocreation rather than social media usage.

Research limitations/implications

This study is one of the first to identify antecedents of cocreation intention on Facebook, using an integrative model of TPB and U&G. Attitude serves as a key construct, mediating the effects of motivational values on cocreation intention, with mediation being partial for some values and complete for others. The existence of direct and indirect effects of motivational values and the mediating role of attitude points to the illustrious yet contested value–attitude–behavior hierarchy and offers explanations as to why some of the motivational values were not linked to the cocreation behavior on Facebook (Pelletier et al., 2020).

Practical implications

Firms should strive to influence the attitude of their users toward cocreation intention as it links the influence of motivational values on value cocreation. Managers should strive to prepare an appropriate platform where customers can easily interact with one another and communicate different value propositions. The goal should be to enable customers to derive extrinsic values as they interact with corporate-sponsored social media content. More specifically, purposive value, followed by socializing value, should be emphasized during social media content design. For example, the content should feature concrete and convenient informational and instrumental benefits (purposive value) and provide customers with tools that enable them to create social support, friendship and intimacy (socializing value). In addition, entertainment value should not be dismissed.

Originality/value

This research builds upon the emerging social media literature and a robust decision-making model to investigate value cocreation, predictors and an underlying mechanism explaining the relationships.

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