Search results

This study aims to identify the groups of value cocreators in the context of social media in the retail banking industry and resources that predict customer membership among different groups of value cocreators.

This study reviewed the literature and developed measurement instruments for the constructs of interest. Data were collected from 406 customers in an emerging market in 2019 and analyzed using latent profile analysis.

This study identified three profiles of value cocreators on social media based on the actual practices of resource integration that enliven value cocreation. Second, this study explains the differences in the performance of resource integration practices to cocreate by the types of resources that customers integrate into social media. Third, this study fills the need for knowledge of value cocreation in different contexts and industries (e.g. banks).

This study analytically relates a set of resources to the variety and intensity of the value cocreation practices adopted by bank customers in interactive environments. The emphasis on how value cocreation practices in online environments combined with customer resources (e.g., a person-centered approach) allows to identify unique profiles of value cocreators on social media. The findings inform managers of the profiles of cocreators, which customers are more attractive as value cocreators on social media, and which resources managers should help customers develop to increase cocreation on social media.

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.

Drawing on the wisdom of ancient Chinese philosopher Xunzi, this paper aims to present a novel mechanism for governing opportunism, referred to as “cultivational governance.” By examining the role of artificial intelligence (AI) resources possessed by e-commerce platforms, the authors explore how these resources contribute to mitigating seller opportunism. The central hypothesis of this study posits that two distinct types of AI resources, namely, AI technology resources and AI human resources, serve as crucial factors in curbing seller opportunism. Furthermore, the authors propose that platform digital empowerment and value cocreation act as mediating variables linking AI resources to opportunism.

Based on the resource-based view and resource orchestration theory, the authors developed a framework and tested it using survey data from sellers. This framework encompasses five key variables: e-commerce platform’s AI technology resources, AI human resources, platform digital empowerment, value cocreation and seller opportunism. Regression analysis was used for data analysis.

The empirical results validate the effectiveness of cultivational governance mechanisms, as both AI resources effectively suppress seller opportunism through digital empowerment and value cocreation. Specifically, e-commerce platforms’ AI technology resources significantly promote value cocreation and platform digital empowerment, while AI human resources primarily contribute to platform digital empowerment. Although platform digital empowerment encourages value cocreation, its direct impact on reducing seller opportunism was not supported. Notably, value cocreation negatively affects seller opportunism.

The present research mainly contributes to the marketing channel governance literature by introducing a new approach to inhibit opportunism, namely, the cultivational governance mechanism.

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.

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

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.

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.

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.

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.

Value cocreation has become an important way to enhance the brand equity of a tourism destination. Different from common tourism contexts, agritourism has strong participatory and productive characteristics and is regarded as a critical platform of value cocreation. Therefore, this paper aims to explore the relationship between agritourism experience value cocreation and brand equity of rural tourism destinations from the perspective of tourists.

A questionnaire survey was conducted, and 602 valid questionnaires were collected by a random sample in 2021. Structural equation modeling was used to empirically analyze the data.

The results revealed that tourists’ participation, interaction and citizenship behaviors play a critical role in brand equity of rural tourism destinations. Meanwhile, tourists’ interaction and citizenship behaviors influenced brand equity of rural tourism destinations, via hedonic enjoyment and eudaimonia experience, and perceived experience value. Tourists’ participation behavior influenced brand equity of rural tourism destinations via hedonic enjoyment experience and perceived experience value.

This study focusing on agritourism as a critical platform of value cocreation explores the impact of agritourism experience value cocreation on brand equity of rural tourism destinations from the perspective of tourists. It enriches the existing literature on the relationship between value cocreation and brand equity of tourism destination, expands the research on value cocreation and happiness experience and also provides management basis for promoting brand equity of rural tourism destinations.

价值共创已成为提升旅游目的地品牌资产的重要途径。与一般的旅游情境不同, 农业旅游具有强烈的参与性和生产性特征, 被视为价值共创的重要平台。因此, 本文基于游 客视角探讨了农业旅游体验价值共创与乡村旅游目的地品牌资产之间的内在关系。

本文于2021 年实施问卷调查, 随机抽取602 份有效问卷。结构方程模 型用于实证分析数据。

游客参与、互动和公民行为对乡村旅游目的地品牌资产具有关键作用。同时, 游客互动和公民行为通过享乐型和实现型体验以及感知体验价值影响乡村旅游目的地品牌 资产。游客参与行为通过享乐型体验和感知体验价值影响乡村旅游目的地品牌资产。

本研究将农业旅游作为价值共创的重要平台, 基于游客视角探讨了农业旅游 体验价值共创对乡村旅游目的地品牌资产的影响, 丰富了价值共创与旅游目的地品牌资产 关系的文献, 拓展了价值共创与快乐体验的研究, 为促进乡村旅游目的地品牌资产提供了 管理依据。

La cocreación se ha convertido en una forma importante de mejorar el valor de marca de un destino turístico. A diferencia de los entornos turísticos comunes, el agroturismo tiene fuertes características participativas y productivas, y se considera una plataforma indispensable de cocreación de valor. Este artículo explora la relación entre la cocreación de valor de la experiencia de agroturismo y el valor de marca de los destinos de turismo rural desde la perspectiva de los turistas.

Se realizó una encuesta y se recogieron 602 cuestionarios válidos mediante un muestreo aleatorioa en 2021. Se utilizó un modelo de ecuaciones estructurales para analizar empíricamente los datos.

Los resultados revelaron que la participación e interacción de los turistas y los comportamientos de la ciudadanía juegan un papel crítico en el valor de marca de destinos de turismo rural. La interacción de los turistas y los comportamientos de la ciudadanía impactaron el valor de marca de destinos de turismo rural a través del disfrute hedónico, la experiencia eudaimonia y el valor percibido de la experiencia. El comportamiento de participación de los turistas influyó en el valor de marca de los destinos de turismo rural a través de la experiencia hedónica de disfrute y el valor percibido de la experiencia.

Este estudio, centrado en el agroturismo como plataforma importante para la cocreación de valor, explora el impacto de la cocreación de valor de la experiencia de agroturismo en el valor de marca de destinos de turismo rural desde la perspectiva de los turistas. Enriquece la literatura existente sobre la relación entre la cocreación de valor y el valor de marca de los destinos turisticos, expande la investigación sobre la cocreación de valor y la experiencia de felicidad, y ofrece también bases de gestión para promover el valor de marca de destinos de turismo rural.

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.

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.

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.

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.

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.

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.

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

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.

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

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.

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.

The main objective of our study is to shed light on how perceived enjoyment influences the intricate relationship between value cocreation and consumer satisfaction, with a specific focus on the realms of tourist services.

To achieve the objective outlined in this research, an information survey was carried out on 400 consumers of tourist services who have participated in virtual cocreation processes through digital platforms. As a data analysis technique, the dynamic structural equation modeling (DSEM) analyzes the causal relationships between the elements under study.

Our extensive analysis draws upon the data collected through a survey spanning from 2018 to 2023, encompassing 400 participants who actively engaged in value cocreation processes in both physical and virtual settings. Our investigation considers two competing models to elucidate the role of perceived enjoyment. Our findings, established through DSEM illuminates that perceived enjoyment predominantly functions as a mediator, exerting a more pronounced influence on the connection between value cocreation and consumer satisfaction. Contrary to a moderating role, perceived enjoyment emerges as a significant mediator in our study.

The most significant addition is recognizing virtual value cocreation behaviors in tourist sector activities over time, primarily because it indicates the likelihood of negative repercussions of its usage. Furthermore, it must be capable of designing surroundings according to the characteristics of customers in terms of immersion and technology usage, preventing a rise in stress situations that might result in more negative consequences than planned. Another important insight is that virtual value cocreation initiatives have detrimental long-term implications, particularly in tourism.

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.

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

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.

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.

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.

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

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.

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.

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

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

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.

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.