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Article
Publication date: 24 November 2021

Xinyi Liu, Ying Zeng, Juan He and Zhiyong Li

The purpose of this study is to present a holistic review of journal articles on value cocreation in the tourism and hospitality field. By distinguishing similarities and…

Abstract

Purpose

The purpose of this study is to present a holistic review of journal articles on value cocreation in the tourism and hospitality field. By distinguishing similarities and differences in the contexts of China and other regions, the authors identify targeted research directions.

Design/methodology/approach

This study collected 438 English articles and 31 Chinese articles on value cocreation in tourism and hospitality published in the Web of Science, Scopus and China National Knowledge Infrastructure online databases. After analyzing the study location of all articles in the sample, the authors identified 79 English-language articles that adopted China as the context of the study. The first data set included non-China-focused publications and the second data set included China-focused publications. A comparative bibliometric methodology was conducted.

Findings

The results indicate similarities and differences between the two data sets in terms of research methods, topics and future research directions. Seven major concepts were identified in the first data set: hospitality value cocreation; the value generation process; key stakeholders; outcome variables; the application of service-dominant logic; peer-to-peer accommodation and destination management. Four research focuses were identified in the second data set: the application of customer-dominant logic; the value generation process; resource integration and the cocreation experience.

Research limitations/implications

This research contributes to the understanding of tourism and hospitality cocreation systems through literature analysis and encourages future research on the nexus of the Chinese and global contexts. This systematic investigation extends the concept of value cocreation by integrating its implementation process and value categories and further evaluates the consequences and benefits of value cocreation, which helps clarify how winners and losers can adjust their strategies accordingly.

Originality/value

The originality of this paper lies in the adopted comparative bibliometric analysis which comprehensively reviewed and compared the characteristics of value cocreation research across two contexts. In addition, the study dialectically assesses Chinese tourism cocreation phenomena and their impacts from a global perspective.

Details

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

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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

Content available
Article
Publication date: 22 February 2021

Michaela Haase

This paper aims to present a value cocreation framework that furthers understanding of social value cocreation.

Abstract

Purpose

This paper aims to present a value cocreation framework that furthers understanding of social value cocreation.

Design/methodology/approach

This paper is an interdisciplinary conceptual analysis drawing on social enterprise studies, marketing research and philosophical value theory. It applies a visible-hand approach to the study of market relationships and, in line with philosophical research strategies, unfolds its analysis using conceptual distinctions.

Findings

This study provides a framework that substantiates the distinction between two modes of value cocreation and identifies the structure of the social enterprise business model. It explains how social enterprises can be conceived as role models for for-profit organizations, and it elucidates why social value cocreation is a demanding objective.

Research limitations/implications

This paper develops an integrative, nondichotomist view of value cocreation that does not conceptualize social and economic value cocreation as opposing goals.

Practical implications

Social enterprises can use the business model structure and two modes of value cocreation and view themselves as role models for for-profit organizations.

Social implications

This paper applies a visible-hand approach to both for-profit organizations and social enterprises. Using its framework, for-profit organizations can reflect on the consequences of their actions on society and how social value cocreation can improve social enterprise effectiveness.

Originality/value

To the best of the author’s knowledge, this paper is the first to bridge service-oriented approaches to marketing and social enterprise studies using philosophical value theory to improve understanding of social value cocreation.

Details

Social Enterprise Journal, vol. 17 no. 4
Type: Research Article
ISSN: 1750-8614

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Article
Publication date: 26 February 2021

Saifeddin Alimamy and Waqar Nadeem

Rapid advancements in augmented reality (AR) technology have created new opportunities for service providers and customers to cocreate value. Using AR as a platform for…

Abstract

Purpose

Rapid advancements in augmented reality (AR) technology have created new opportunities for service providers and customers to cocreate value. Using AR as a platform for generating authentic experiences, the purpose of this study is to explore the impact of authentic experiences on customers' intention to cocreate value while considering the mediating influence of perceived ethics and customer engagement on this relationship.

Design/methodology/approach

An online survey was used to collect data. Participants were asked to download and try the “IKEA PLACE” AR application. The responses were used as inputs into a structural equation model.

Findings

The findings reveal that AR generates perceptions of authentic experiences but no direct relationship between authentic experiences and intention to cocreate value was found. On the other hand, the authentic experiences generated through AR increases customer perceptions of ethics and customer engagement, both of which lead to an increased intention to cocreate value.

Originality/value

The findings from this study highlight the importance of authentic experiences within the cocreation process. The results provide a unique understanding of the relationship between authentic experiences generated through AR technology on the intention to cocreate with the service provider, which is fully mediated by perceived ethics and customer engagement. The findings of this study extend the understanding of the cocreation process and the role of technology within this process.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 11 February 2021

Zeynep Didem Nohutlu, Basil G. Englis, Aard J. Groen and Efthymios Constantinides

The purpose of this article is to obtain an in-depth insight into the nature and impact of customers´ cocreation experiences in online communities and the effects of…

Abstract

Purpose

The purpose of this article is to obtain an in-depth insight into the nature and impact of customers´ cocreation experiences in online communities and the effects of customer cocreation on innovation processes.

Design/methodology/approach

This study is focused on an online cocreation community created by a market research company on behalf of a company. By means of a case study approach and through in-depth interviews, the authors identify the actual customer experiences and measure (or assess) the degree of involvement of customer creativity and experience in new idea generation.

Findings

Cocreation experience can be enhanced through evoking pragmatic, sociability, usability and hedonic experiences and more positive experiences and therefore, outcomes of collaborative innovation in online communities can be achieved. Findings show a classification of each role the community moderator/community manager and peer online community members perform as antecedents of cocreation experience, highlight the value of group feeling/sense of community/sense of belonging and homophily/communality in achieving that, the nature of a supportive online platform and give an overview of positive and negative outcomes of cocreation experience.

Originality/value

This case study provides with valuable insights in the phenomenon of customer cocreation and how to enhance participation of community members in collaborative innovation in online communities through positive experience, which is important for businesses involved in innovation trajectories and product and service improvement efforts.

Details

European Journal of Innovation Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1460-1060

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Article
Publication date: 29 March 2021

Tram-Anh Ngoc Pham, Jillian Carol Sweeney and Geoffrey Norman Soutar

Drawing on an extensive range of activities across different types, including mandatory (customer), mandatory (customer or organisation), voluntary in-role and voluntary…

Abstract

Purpose

Drawing on an extensive range of activities across different types, including mandatory (customer), mandatory (customer or organisation), voluntary in-role and voluntary extra-role activities, this study aims to identify different health-care customer value cocreation practice styles based on the combinations of value cocreation activities they undertake and empirically examine how customers adopting different styles differ in terms of well-being and satisfaction.

Design/methodology/approach

The study was conducted across health customers with a variety of chronic conditions. Data were collected from three focus groups and an online survey.

Findings

Five customer practice styles, namely, the highly active, other-oriented, provider-oriented, self-oriented and passive compliant customers, were revealed. While a moderate to a high level of activities is often recommended as it is associated with higher levels of physical, psychological, existential and social well-being and customer satisfaction, the results also suggest there is no single ideal style as different styles may be associated with the same level of outcomes.

Research limitations/implications

As customers cocreate value differently, it is crucial to understand the underlying heterogeneity and its implications to outcomes.

Practical implications

Highly active and provider-oriented are the two styles that should be particularly encouraged because of their association with positive outcomes. Personalised strategies need to be developed and resources need to be put in place to build productive relationships amongst service providers, customers and peers and to increase the perceived value of such interactions so as to shift customers towards more active styles.

Originality/value

The study advances the understanding of customer value cocreation and its link to well-being by empirically deriving five distinct practice styles and demonstrating how they differ across meaningful well-being and satisfaction dimensions.

Details

European Journal of Marketing, vol. 55 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 23 March 2021

Fulya Acikgoz and Asli D.A. Tasci

The current study aims to develop a comprehensive model of cocreation and immersion/engagement for café brands as well as their antecedent and consequences in a café brand…

Abstract

Purpose

The current study aims to develop a comprehensive model of cocreation and immersion/engagement for café brands as well as their antecedent and consequences in a café brand context. Inherently involving highly socially involving consumption settings, cafés are particularly conducive to brand cocreation.

Design/methodology/approach

The current study tested a model of these relationships by analyzing data from customers of a local café and those of a global café, Starbucks, situated in the same town, Karakoy, in Istanbul, Turkey. Data from 241 respondents were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the model of the study.

Findings

Results show that sense of brand community is a powerful predictor of cocreation and brand immersion, which are also important antecedents of attitude toward a brand including, cognitive, affective and conative dimensions. Results also revealed slight differences between the local and global brands in terms of brand cocreation's influence on brand trust and loyalty.

Research limitations/implications

The study is conducted with a limited number of customers of two cafés in a city in Turkey. Future research with the customers from other locations of these cafés, especially the multinational customers of the international café brand is needed to retest the model for its validity.

Practical implications

The significant differences between ratings of local and global café brands are positive news for local and traditional cafés that are losing considerable market share to their global competitors. Strategic cocreation implementations can be used to instill special and robust relationships with consumers.

Originality/value

The study provides evidence that in highly socially dynamic brand contexts, such as café brands, brand community is a critical predictor of cocreation and brand immersion, which then affect attitude toward a brand with cognitive, affective and conative dimensions, reflected in brand trust, brand love, satisfaction with the brand, brand commitment and brand loyalty.

Details

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

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Article
Publication date: 6 June 2016

Yen Hsu

The purpose of this study is to propose a model of a value cocreation strategy (VCS) for analyzing how enterprises adopt innovative, marketing, and design strategies to…

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2282

Abstract

Purpose

The purpose of this study is to propose a model of a value cocreation strategy (VCS) for analyzing how enterprises adopt innovative, marketing, and design strategies to achieve their performance goals through cocreation.

Design/methodology/approach

In the present study, a case study was conducted to establish a preliminary model. Subsequently, 1,000 NPD project managers in information and communications technology industries were approached to complete a two-stage questionnaire survey. The first survey investigated the VCSs they adopted for their marketing, innovation and design activities (valid questionnaires recovered=283). The valid respondents completed a second survey measuring their NPD performance 18 months after launching a new product (valid questionnaires recovered=247).

Findings

A conceptual was constructed to explain the effects of innovation marketing and design cocreation strategies on NPD performance. A partial least squares method was used to test the model showing a good fit between the model and the survey data, indicating the applicability of the proposed model. The innovation marketing and design cocreation strategies of the enterprises affected their NPD performance. Enterprises adopting diverse cocreation strategies improved their NPD performance. The cocreation strategies in the model were independent and mediating variables to NPD performance. A qualitative comparative analysis was performed to examine which strategy configurations affected NPD performance and to explore any regular patterns in them. Finally, a cluster analysis was conducted to investigate four cocreation strategies: market development, technology improvement, cost direction and customer service.

Research limitations/implications

Whether different industry categories involve different characteristics and whether different corporate cultures cause inconsistent result in value cocreation warrants further in-depth investigation. In addition, the two surveys conducted in this study were separated by 18 months, and thus, only the short-term NPD performance could be presented. Future studies are recommended to conduct an extensive exploration of different industries, administer long-term surveys, investigate the different levels of influence of various types of enterprise on the proposed research model or examine the degree of difference in the mechanisms and methods adopted for elevating innovation performance.

Practical implications

Enterprises can reference the proposed approach to optimize their product development and services according to their organizational resources and market advantages to increase their market coverage.

Originality/value

This study was the first empirical study to examine critical factors, such as product innovation, marketing, design and value cocreation strategies, and NPD performance by administering two-stage surveys. Enterprises can reference the proposed method according to their organizational resources and market advantages to develop products and services efficiently and face the ever-changing market.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 18 April 2017

Gabriela Beirão, Lia Patrício and Raymond P. Fisk

The purpose of this paper is to understand value cocreation in service ecosystems from a multilevel perspective, uncovering value cocreation factors and outcomes at the…

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3791

Abstract

Purpose

The purpose of this paper is to understand value cocreation in service ecosystems from a multilevel perspective, uncovering value cocreation factors and outcomes at the micro, meso, and macro levels.

Design/methodology/approach

A Grounded Theory approach based on semi-structured interviews is adopted. The sample design was defined to enable the ecosystem analysis at its different levels. At the macro level was the Portuguese Health Information ecosystem. Embedded meso level units of analysis comprised eight health care organizations. A total of 48 interviews with citizens and health care practitioners were conducted at the micro level.

Findings

Study results enable a detailed understanding of the nature and dynamics of value cocreation in service ecosystems from a multilevel perspective. First, value cocreation factors are identified (resource access, resource sharing, resource recombination, resource monitoring, and governance/institutions generation). These factors enable actors to integrate resources in multiple dynamic interactions to cocreate value outcomes, which involve both population well-being and ecosystem viability. Study results show that these value cocreation factors and outcomes differ across levels, but they are also embedded and interdependent.

Practical implications

The findings have important implications for organizations that are ecosystem actors (like the Portuguese Ministry of Health) for understanding synergies among value cocreation factors and outcomes at the different levels. This provides orientations to better integrate different actor roles, technology, and information while facilitating ecosystem coordination and co-evolution.

Originality/value

This study responds to the need for a multilevel understanding of value cocreation in service ecosystems. It also illuminates how keystone players in the ecosystem should manage their value propositions to promote resource integration for each actor, fostering resource density and ecosystem viability. It also bridges the high-level conceptual perspective of Service-Dominant logic with specific empirical findings in the very important context of health care.

Details

Journal of Service Management, vol. 28 no. 2
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 28 August 2019

Tram-Anh N. Pham, Jillian C. Sweeney and Geoffrey N. Soutar

The purpose of this paper is to suggest a typology of customer value cocreation activities and explore the psychological drivers and quality of life outcomes of such…

Abstract

Purpose

The purpose of this paper is to suggest a typology of customer value cocreation activities and explore the psychological drivers and quality of life outcomes of such activities in a complex health care service setting.

Design/methodology/approach

Focus groups with people with Type 2 diabetes and in-depth interviews with diabetes educators were conducted.

Findings

Four types of customer value cocreation activities were found (mandatory (customer), mandatory (customer or organization), voluntary in-role and voluntary extra-role activities). In addition, health locus of control, self-efficacy, optimism, regulatory focus and expected benefits are identified as key psychological factors underlying the customers’ motivation to be active resource integrators and resulting in physical, psychological, existential and social well-being.

Originality/value

The study highlights the various types of customer value cocreation activities and how these affect the various quality of life dimensions.

Details

Journal of Service Theory and Practice, vol. 29 no. 3
Type: Research Article
ISSN: 2055-6225

Keywords

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