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The co-creation experience from the customer perspective: its measurement and determinants

Katrien Verleye (UGent)
(2015) JOURNAL OF SERVICE MANAGEMENT. 26(2). p.321-342
Author
Organization
Abstract
Purpose - Companies increasingly opt for co-creation by engaging customers in new product and service development processes. The purpose of this paper is to provide insight into the customer experience in co-creation situations and its determinants. Design/methodology/approach - The conceptual framework addresses the customer experience in co-creation situations, and its individual and environmental determinants. To examine the degree to which these determinants affect the customer experience in co-creation situations, the author starts by proposing and testing a multidimensional co-creation experience scale (n = 66). Next, the author employs an experiment to test the hypotheses (n = 180). Findings - Higher levels of customer role readiness, technologization, and connectivity positively affect different co-creation experience dimensions. The impact of these dimensions on the overall co-creation experience, however, differs according to customers' expectations in terms of co-creation benefits. Therefore, the author concludes that the expected co-creation benefits determine the importance of the level of customer role readiness, technologization, and connectivity for the co-creation experience. Originality/value - This research generates a better understanding of the co-creation experience by providing insight into the co-creation experience dimensions and their relative importance for customers with different expectations in terms of co-creation benefits. Additionally, this research addresses the implications of customer heterogeneity in terms of expected co-creation benefits for designing co-creation environments, thereby helping managers to generate more rewarding co-creation experiences for their customers.
Keywords
PRODUCT DEVELOPMENT, RESEARCH DIRECTIONS, FINANCIAL SERVICES, MULTIPLE-ITEM SCALE, SERVICE DEVELOPMENT, USER COMMUNITIES, INNOVATION, PARTICIPATION, TOOLKITS, ORGANIZATIONS, Service innovation, New product development, Co-creation, Experience, Service co-creation, Expectations

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Please use this url to cite or link to this publication:

MLA
Verleye, Katrien. “The Co-creation Experience from the Customer Perspective: Its Measurement and Determinants.” JOURNAL OF SERVICE MANAGEMENT 26.2 (2015): 321–342. Print.
APA
Verleye, K. (2015). The co-creation experience from the customer perspective: its measurement and determinants. JOURNAL OF SERVICE MANAGEMENT, 26(2), 321–342.
Chicago author-date
Verleye, Katrien. 2015. “The Co-creation Experience from the Customer Perspective: Its Measurement and Determinants.” Journal of Service Management 26 (2): 321–342.
Chicago author-date (all authors)
Verleye, Katrien. 2015. “The Co-creation Experience from the Customer Perspective: Its Measurement and Determinants.” Journal of Service Management 26 (2): 321–342.
Vancouver
1.
Verleye K. The co-creation experience from the customer perspective: its measurement and determinants. JOURNAL OF SERVICE MANAGEMENT. 2015;26(2):321–42.
IEEE
[1]
K. Verleye, “The co-creation experience from the customer perspective: its measurement and determinants,” JOURNAL OF SERVICE MANAGEMENT, vol. 26, no. 2, pp. 321–342, 2015.
@article{5724778,
  abstract     = {Purpose - Companies increasingly opt for co-creation by engaging customers in new product and service development processes. The purpose of this paper is to provide insight into the customer experience in co-creation situations and its determinants.
 
Design/methodology/approach - The conceptual framework addresses the customer experience in co-creation situations, and its individual and environmental determinants. To examine the degree to which these determinants affect the customer experience in co-creation situations, the author starts by proposing and testing a multidimensional co-creation experience scale (n = 66). Next, the author employs an experiment to test the hypotheses (n = 180).
 
Findings - Higher levels of customer role readiness, technologization, and connectivity positively affect different co-creation experience dimensions. The impact of these dimensions on the overall co-creation experience, however, differs according to customers' expectations in terms of co-creation benefits. Therefore, the author concludes that the expected co-creation benefits determine the importance of the level of customer role readiness, technologization, and connectivity for the co-creation experience.
 
Originality/value - This research generates a better understanding of the co-creation experience by providing insight into the co-creation experience dimensions and their relative importance for customers with different expectations in terms of co-creation benefits. Additionally, this research addresses the implications of customer heterogeneity in terms of expected co-creation benefits for designing co-creation environments, thereby helping managers to generate more rewarding co-creation experiences for their customers.},
  author       = {Verleye, Katrien},
  issn         = {1757-5818},
  journal      = {JOURNAL OF SERVICE MANAGEMENT},
  keywords     = {PRODUCT DEVELOPMENT,RESEARCH DIRECTIONS,FINANCIAL SERVICES,MULTIPLE-ITEM SCALE,SERVICE DEVELOPMENT,USER COMMUNITIES,INNOVATION,PARTICIPATION,TOOLKITS,ORGANIZATIONS,Service innovation,New product development,Co-creation,Experience,Service co-creation,Expectations},
  language     = {eng},
  number       = {2},
  pages        = {321--342},
  title        = {The co-creation experience from the customer perspective: its measurement and determinants},
  url          = {http://dx.doi.org/10.1108/JOSM-09-2014-0254},
  volume       = {26},
  year         = {2015},
}

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