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Drawing on the fairness theory, this paper aims to propose a conceptual framework that investigates how co-creation in the failed service delivery (coproduction intensity) and co-creation in the service recovery affect customers’ evaluation of the firm’s competence, justice and ethicalness, and ultimately their willingness to co-create in the future.

Tax services were chosen as the research context. A consumer panel consisting of individuals who live in the USA and have used tax preparation services within the past year was recruited. The first study explores what happens to customers’ ethical perceptions during a failed co-created service encounter. A secondary study investigates what happens to customers’ ethical perceptions in the event that the failed co-created service is recovered.

The findings show that customers’ perceptions of the firm’s abilities and ethics are impeded by coproduction intensity but favorably influenced by co-creation of recovery.

A sense of ethicalness and fairness is violated when co-created service failure occurs, but fortunately, practitioners can count on engaging customers in the service recovery process as co-creators of the solution to positively alter perceived ethicalness and fairness.

Failed co-created services represent an under-researched area in the marketing literature. Current investigations of co-created service failures have largely approached the notion of fairness from a perceived justice perspective without referencing ethical judgments. However, fairness is grounded in basic ethical assumptions of normative treatment. This research is among the first to highlight the importance of perceived ethicalness in the context of co-created service failure and recovery.

Based on the chain liability and green halo effects, this study uses the perspective of multi-tier supply chain management to examine the impact mechanism and boundary conditions of suppliers' green innovation types on consumers' willingness to participate in value co-creation with focal firms from the perspective of multi-tier supply chain management.

Using four situational experiments, 660 participants were recruited in Credamo, and SPSS 23.0 was used for data analysis. Experiments 1a and 1b verify the effect of suppliers' green innovation on consumers' willingness to participate in value co-creation with focal firms; experiment 2 examines the mediating effect of green sincerity perception; and experiment 3 explores the moderating effect of innovation proactiveness.

The results show that suppliers' green innovation efforts are more sincere when they are substantive (vs. symbolic), thereby generating higher value co-creation intentions. As a driving force, innovation proactiveness moderates the influence of suppliers' green innovation types on consumer's willingness to co-create value with focal firms.

This study enriches the literature on green supply chain management (GSCM) and consumers' willingness to co-create value. Furthermore, this study provides firms with practical guidance to improve marketing performance and green innovation practices through multilevel GSCM.

Consumers’ underlying motives to co-create value are important when determining their willingness to engage in co-creation activities. However, the importance of their motives may vary according to different service contexts. The purpose of this paper is to contribute to the value co-creation research by investigating how the service contexts shape consumers’ motives to co-create.

This paper is based on a survey of 284 consumers. By focusing on professional vs generic services (context), based on differences in knowledge intensity and workforce professionalism, the paper pinpoints the contextual nature of consumer motives to co-create.

The results show that in professional services consumers are positively influenced to co-create by developmental motives, whereas empowerment motives have a negative impact. In turn, the positive effects of individualizing and relating motives are predominant in generic services. Willingness to co-create is a strong determinant of intended co-creation behaviors, regardless of the service type.

This study clearly shows the contextual nature of motives to co-create value, thereby questioning the generalizability of single-context studies.

This is the first paper to compare consumer motives to co-create across different service contexts.

Customers' participation in co-creation is a prerequisite for co-creation success. To identify customer co-creators, research has shown a recent interest in the role of personality traits as predictors of customers' engagement in co-creation. However, the empirical results regarding the direction and significance of these relationships have been inconclusive. This study builds on the five-factor theory (FFT) of personality to enhance one's understanding of the nomological network that determines the relationship between personality traits and customers' willingness to co-create (WCC).

Based on a large-scale empirical study on technology-based services (TBSs) in healthcare (n = 563), the authors empirically investigate the role of the five-factor model (FFM), innate innovativeness (INI) and enduring involvement (EI) in predicting customers' WCC using partial least squares structural equation modeling (PLS-SEM).

The authors’ empirical findings show that depending on the configurational setting of the personality traits tied to the FFM, INI and EI evolve as mediators in determining customers' WCC.

This study is the first to introduce the FFT of personality into co-creation research. The results of this paper shed light on the relationships between personality traits, characteristic adaptations and customers' WCC.

The purpose of this study is to extend and revise the basic technology-based service (TBS) adoption model in luxury hotels in India using smart phone apps, and to analyse the impact of the guests’ innovativeness, willingness to co-create, need for interaction and involvement on their adoption intention towards co-creatively developed new services.

Data were collected through online and field surveys from luxury hotel guests, resulting into 229 valid responses. A data analysis was done by applying the confirmatory factor analysis along with structure equation modelling.

The findings of this study indicate that both guests’ innovativeness and need for interaction with service staff significantly affect their involvement. A guest’s willingness to co-create acts as a partial mediator between his/her innovativeness and intention to adopt co-creatively developed new services.

Use of smart phone apps by hotel guests to co-create new services and their intentions to adopt such services have been examined in the context of luxury hotels in India only and thereby limits generalization of results to other industry and country contexts.

The findings of this study would look to guide policy planners and hotel managers for implementing technology application in the co-creative hotel service innovation.

The need for interaction and customer involvement have been added as two supportive variables to the basic TBS model to analyse the adoption intention of luxury hotel guests. This is a new addition to existing literature, as majority of empirical studies in this field are from industries other than hospitality and with differing contexts.

The aim of the article is identifying the hierarchy of products that final purchasers are ready to co-create with offerors and defining the place that food products occupy in this hierarchy in the context of the preferred environment for cooperation.

Striving to fill the cognitive and research gap identified during the analysis of the world literature was the basis for the survey, which included 1,196 representatives of adult final purchasers in Poland. The primary data collected were subjected to statistical analysis using the following methods: average grade analysis, comparative analysis, exploratory factor analysis and the Kruskal–Wallis (KW) test.

This study found that the respondents would like to co-create food products which ranked third among the analyzed groups of products with offerors. Most respondents preferred the parallel use of the online and offline environments as places of cooperation with offerors. Among the total of respondents and the respondents who preferred the internet as an environment for cooperation, a group of people willing to participate in the creation of food products was identified. In both cases, these groups were characterized by the fact that their members were not ready to co-create other groups of products at the same time. Food products were one of the two groups of products for which the preferred environment for cooperation turned out to be a statistically significant feature differentiating the responses regarding what products the respondents would like to co-create with offerors.

The scope and the approach proposed in this article testify to its originality. So far, the preferences of final purchasers regarding (1) product groups, including food, that they would like to co-create with offerors and (2) the environment for cooperation with offerors have not been studied. Ipso facto, the significance of this environment for preferences related to products that purchasers would be ready to co-create has not been investigated. Conclusions drawn on the basis of the results of the research constitute a valuable contribution to the theory of marketing and the theory of behavior, related especially to the joint creation of food products. The results are characterized by high application value, making it easier for offerors to take actions better suited to the preferences of active final purchasers.

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.

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 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.

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.

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.

The purpose of this paper is to develop and empirically evaluate an adoption model for technology-based services (TBS) that integrates a customer’s willingness to co-create (WCC) as mediator complementing the well-known individual differences and innovation characteristics in predicting customer adoption of TBS.

The manuscript uses structural equation modeling to analyze survey data from two empirical studies (n=781 and n=181).

The empirical results show that WCC represents a key mediator between established antecedent predictors (innovation characteristics and individual differences) and the likelihood of TBS adoption. Additionally, the analysis reveals that WCC can even better explain and predict adoption intention of TBS than the commonly used individual differences and innovation characteristics. Finally, the results also suggest that a lack of customers’ WCC may help to explain persuasion-decision discrepancies within TBS adoption.

As the data of this manuscript pertains to the mobile apps market, future research might test the modified technology adoption model in other TBS contexts as well. While the studies used cross-sectional data, it would be interesting to assess the differential influence of WCC across the stages in the adoption process using longitudinal data.

The findings on WCC provide managers with a new set of factors (apart from known antecedent predictors like individual differences and innovation characteristics) to optimize TBS adoption.

This manuscript is the first to examine an adoption model for TBS that integrates a customer’s WCC. Furthermore, the findings provide first empirical evidence that WCC can help to explain persuasion-decision discrepancies within TBS adoption.

In this regard, this paper aims to wonder how willing to co-create sustainable practices customers of irresponsible Industry 4.0 (I4.0) companies are? With this purpose, the authors began introducing I4.0 and sustainability, showing their theoretical gaps.

I4.0 has recently spread with its technological developments and social, economic and political ambitions, facing challenges-related, for example, to the implementation of sustainable practices and the stakeholders’ participation.

Then the authors conduct a literature review following a sequential mix-method approach that begins with a bibliometric analysis and ends with a content study to propose a conceptual model for I4.0 and sustainability. Once the authors understood the theoretical gaps in the framework of the conceptual model, the authors conducted an empirical verification between clients of a Colombian company of the I4.0 belonging to the logistic sector, specifically of the deliveries, asking them about the labor issues that the company faces with delivery people and their willingness to co-create. The authors analyzed the collected data through a structural equation modeling model, where the authors found that customers’ willingness to co-create depends on intrinsic behaviors like “responsible behavior,” followed by extrinsic behaviors such as “helping.”

In fact, stakeholders may support companies, but customers must learn how to assume a critical posture during their purchase decision.