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Scholars have affirmed that a conceptualization of value co-creation in business relationships should reflect the nature and characteristics of interactional processes that occur in use. The advent of sales and marketing technologies, however, is changing the nature and dynamics of interactions. New trends in digitalization have played a significant role in emphasizing and facilitating the occurrence of business-to- business (B2B) collaborative or sharing economy. The B2B sharing economy and value co-creation are closely intertwined, as businesses harness the power of shared resources and collaboration to generate value in diverse ways. This study highlights the importance of going beyond value co-creation in studying B2B collaborative economy, unpacking the interconnected value processes that influence value co-creation. It also aims at showing the activities that characterize multiple joint value spheres among actors.

The study consists of 49 qualitative interviews with managers operating in different industries.

The paper shows that when considering digital B2B contexts, five joint value spheres in business relationships should be considered: a value co-creation, a value appropriation, a value communication, a value measurement and a value representation sphere. Each one is characterized by specific activities that are relevant from a managerial point of view.

This study highlights that value co-creation has often been over stressed when discussing business interactions, also with the advent of new technologies. Rather, this study offers a more comprehensive view of value co-creation that includes different value processes occurring in joint value spheres. These further processes are relevant because failure and success in business relationships within the B2B sharing economy are often dependent from activities outside the value co-creation process, which strongly affect it. Such knowledge will also open up new research venues and opportunities to better contribute to the practice of value management in business relationships.

The greater part of the academic literature coincides in highlighting the positive influence that consumer participation has on the value created in service delivery. In this sense, research stands out which studies the consumer's role as a value co-creator in the service. However, there are few studies which analyze the consequences of co-creation behavior from the customer perspective. This research aims to fill this gap. To do so, it sets out from the measuring of co-creation from the perspective of the customers themselves and proposes that there is a direct relationship between value co-creation behavior and customer satisfaction with the service experience.

To verify the hypothesis proposed, adults over 18 were personally interviewed. They had to be regular users of firms in the beauty parlor and personal care sector. The data collection finished with 547 duly-completed questionnaires. The SPSS 20 and AMOS 20 statistical programs were used for the data analysis.

Regarding the causal model proposed, the data confirm the relationship set out in the hypothesis. It can therefore be stated that there is a positive relation between value co-creation and customer satisfaction. It allows a greater comprehension of the value creation process, analyzing the consequences for customer satisfaction. In this sense, the findings of the study suggest that service firms dedicated to personal care should foster the customers' active participation in the value creation process.

The analysis highlights the positive influence which taking part in the value co-creation has on satisfaction. This is the first study that clearly shows this relationship from the empirical point-of-view.

Understanding customers’ expertise for better service co-creation is of great importance. To be an effective co-creator, customers need to have much more knowledge than a basic literacy, which is appropriate for passive service consumption. This paper aims to propose the concept of customer service co-creation literacy (SCL) to capture not only the basic expertise but also the expertise for active service co-creation. This study then investigates how SCL can be cultivated and how it facilitates customer co-creation behavior, which subsequently leads to enhanced value.

A conceptual model was developed and tested in the health-care service context using a sample of 310 patients. CB-SEM/AMOS software package was used for data analysis.

SCL has different impacts on three components of co-creation behavior, which in turn influence the service value differently. SCL not only solely facilitates co-creation behavior but also directly increases customer value. SCL can be cultivated by social support and frontline employee interaction.

The findings offer managerial and societal implications for cognitive interventions to develop customers’ SCL, which is aligned to customers’ needed literacy for co-creation and well-being.

The newly proposed concept of SCL is shown to be more appropriate in research adopting the service-dominant logic. Its importance as one type of customer operant resource for value co-creation is underscored. Findings also uncover how other actors indirectly contribute to customers’ value co-creation via developing their SCL resources.

The customer as an active and engaged value co-creator raises new challenges for theory and practice, especially in the hospitality industry. However, the connection between engagement and co-creation is little studied in the hotel/tourism literature. This paper proposes a connection between customer engagement (CE) and value co-creation frameworks to ascertain and depict the internal actors' activities and factors that foster or hinder guests' co-creation and destruction of value.

The researchers used qualitative methods (35 in-depth interviews, document analysis and four observation sessions) in seven regions of Ghana to explore the customer's perspective. Data were analyzed with NVivo11 within a thematic analysis framework.

The findings suggest that positive and negative engagement fosters or hinders guests' interactions, which lead to value co-creation or destruction. The research also discovered that negative interactions occasioned by any factor or actor trigger value destruction at multiple stages of the experience journey.

Industry players can use the framework developed to assess their businesses, explore and reflect on the proposed value they aim to generate, and thus be more aware of how they can better facilitate value co-creation with their consumers and avoid value destruction.

This research proposes a novel connection between customer interactions, engagement and value co-creation to ascertain and depict the internal actors' activities and factors that foster or hinder customers' experience in the hotel/tourism industry.

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.

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.

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.

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.

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.

The purpose of this study is to deepen the understanding of consumers value collaboration with a service provider, specifically, how consumer self-determination affects value co-creation outcomes.

Self-determination theory (SDT) need-based motivational factors were operationalized in co-creation as commitment to resources (autonomy), feedback (competence) and collectives (relatedness). A between–within factorial experimental design (3 × 2 × 4) was conducted using online scenarios depicting value co-creation in a destination resort setting. Respondents were randomly and equally assigned to strong and weak SDT factor conditions. Next, they were exposed to scenarios depicting four types of value co-creation: co-innovation, co-creation of marketing, co-creation of experience and co-recovery, followed by an assessment of their co-created value (CCV), well-being, satisfaction and service advantage perceptions.

Results revealed that overall strong SDT conditions produce better outcomes. Consumers’ relatedness showed the strongest difference between strong and weak SDT conditions on the CCV dimensions. Further analysis revealed that autonomy and relatedness are crucial for collaboration. CCV meaningfulness is central for customers to improve their well-being, satisfaction and competitive advantage perceptions through co-creation.

The study contributes to a line of research on successful voluntary value co-creation processes between consumers and a company. The integration of service-dominant logic (SDL), axiology of value (AOV) and SDT, uniquely operationalized as commitment to resources as autonomy, feedback as competence and co-creation collective as relatedness offers a better understanding of how customers appraise the dimensions of CCV and outcomes of well-being, satisfaction and competitive advantage.

This paper aims to define relevant forms of co-creation activities and customer engagement in value co-creation geared toward increasing customer satisfaction and loyalty in the Russian hotel industry.

Secondary data analysis of hotels’ websites, annual reports and published interviews was conducted to investigate how hotels co-create the experience environment. Also, content analysis of tourist comments in social media was conducted to assess the relationship between customer engagement in value co-creation and customer satisfaction. The sample for this study includes hotels located in Moscow using customer experience as a source of value creation.

Based on the analysis of best practice of customer engagement in value co-creation in the hotel industry, a classification of co-creation activity forms was developed. Five forms of co-creation activities have been identified: feedback, co-production, firm-driven service innovation, customer-driven customization and co-creation. Applied data also provide insights on the development of the hotel industry in Moscow. The majority of hotels engaging customers in value co-creation in Moscow are international. Hotels more often use customization, service innovation and especially co-production than co-creation, as co-creation is a new market strategy for the Russian market. The high-price-segment hotels more often use customization, whereas hostels usually implement value co-creation with clients. It can be explained by the difference between the target audience and the resources available. This study helps to understand whether forms of customer engagement in value co-creation in the Russian hotel industry match international experience and findings of theoretical studies.

The sample group represents only hotels in Moscow, and the study utilizes only qualitative techniques. An increase in both the sample size and geographical diversity and a study using both qualitative and quantitative techniques may generate more insights relating to customer engagement in value co-creation in Russian hotels.

This is an insightful comparative study of customer engagement in value co-creation practices of hotels with different attributes, and the study identifies new opportunities to engage customers in value co-creation in the hotel industry.

Co-production is an important process that alters value creation and improves the relationships between service providers and their customers. Such practice allows customers and service employees to access and leverage resources residing in their relationships. Clearly, the marketing-related literature focuses on the bright side of co-production. Nevertheless, the costs and potential negative consequences associated with its dark side must be further investigated. Therefore, this study aims to present a conceptual framework that explores the relationships among co-production, co-production enjoyment, co-production intensity, service effort, and job stress, and their effects on value co-creation, value co-destruction and customer satisfaction.

This study was conducted on the basis of dyadic data; the process incorporates both the customer and the corresponding service employee into a single unit of analysis. The proposed model was tested by using a structural equation model that involves LISREL analyses.

The results of this study indicate that co-production influences co-production enjoyment, co-production intensity, service effort, and job stress. Co-production enjoyment and service effort increase value co-creation, whereas co-production intensity and job stress increase value co-destruction. Value co-creation and value co-destruction have different effects on customer satisfaction.

This study addresses the gap in the extant research and contributes to a better understanding of the double-sided effects of co-production by integrating employees and customers into a single dyadic and comprehensive model.

This paper aims to examine the influence of value co-creation by external and internal stakeholders of logistics service organizations on both customer loyalty as well as superior service solutions. The mediating role of superior service solutions between the value co-creation strategies of organizations and customer loyalty is also investigated in a marketing channel environment.

Survey data of small and medium enterprises’ executives (n = 330) are analysed using exploratory factor analysis and structural equation modelling to investigate the impact of six hypothesized relationships through value co-creation.

This study indicates that coordinated efforts to create value by external and internal stakeholders to achieve superior service solutions have a strong impact on creating loyalty among customers.

The effectiveness of this research has been validated in a number of ways including interviewing four of the stakeholders of a case organization that implemented the model. This study offers understanding of the roles of value co-creation, to a key to organizational success in marketing channels.

This paper elucidates the impact of value co-creation on the business performance of logistics service organizations. With empirical evidence, the paper contributes to fill the knowledge gaps on how the process of value co-creation by different stakeholders influences customer loyalty in a service context. The mediating role of superior service solution between value co-creation by different stakeholders and business customer loyalty is also examined, adding to its significance.

The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA).

Scale development procedures are used for item generation, item purification and validation. Two studies are conducted. In Study 1, exploratory and confirmatory factor analysis is used to generate and confirm the factorial structure of the CVCCA construct. Study 2 validates the scale on a large field sample.

The study develops a new scale for measuring CVCCA. Results suggest that CVCCA is a higher-order construct comprising three dimensions: interaction attitude, knowledge sharing attitude and responsive attitude. Additionally, experiential value significantly predicts CVCCA, which subsequently leads to customer value co-creation behaviour confirming nomological validity of the scale.

The CVCCA scale should be of interest for researchers in exploring factors and outcomes of CVCCA. The scale is useful to managers who are interested in measuring their customers’ co-creation of value attitude and their willingness to engage in value co-creation behaviour.

This is the first scale using the service logic of marketing lens. The scale is found to be a valid and reliable tool to measure customer attitude to engage in value co-creation.