Better together: involving consumers in the ideation, creation and dissemination of transformative value

Abstract

PurposeConsumers play a central role in the creation of transformative value, enhancing the well-being of people and the planet. With this article, the authors synthesize service and communication scholars' views to conceptually discuss opportunities and challenges on how to involve consumers in the ideation, creation and dissemination of transformative value. In doing so, the authors identify avenues for future research.Design/methodology/approachThis research relies on a review of service and communication literature, connecting their insights to real world examples.FindingsConsumers are involved in the ideation, creation and dissemination of transformative value by engaging in customer innovation, customer participation and customer dissemination behaviors. In relation to these types of customer involvement, four overarching research themes emerge in the context of transformative services: (1) the voice of the non-customer, (2) protecting vulnerable customers, (3) consumer literacy and (4) WOM as a double-edged sword.Originality/valueThis research contributes to transformative service research by assessing the opportunities and challenges related to customers' involvement in the ideation, creation and dissemination of transformative value. Additionally, it identifies avenues for the future at the intersection of communication and service research.

Conceptualization and validation of customer participation in health care: a study on chronic illnesses management

“…As mentioned, the literature lacks a comprehensive conceptualization of CP in health care, especially for chronically ill patients. This study fills this gap by conceptualizing participation as a three-dimensional higher-order construct using the biopsychosocial model of treatment and TSR (Bilstein et al , 2022; Chen et al , 2022), which is currently a less focused area in the marketing literature on health care. Based on the findings of our study, patient participation emerged as a three-dimensional behavioral construct and is defined as “the extent to which patients provide or share information, involve in decision making and ensure compliance to the things advised by a healthcare provider.” The existing literature reveals that researchers are either using compliance (one dimension of participation) as a substitute measure for participation (Dellande et al , 2004; Guo et al , 2013; Hausman, 2004) or using CP as a composite measure (Chan et al , 2010; Gallan et al , 2013; Selvin et al , 2021; Yim et al , 2012) without recognizing the significance of each dimension separately.…”

The role of organizational resilience in SME service innovation and value cocreation

“…Other authors state that value creation is a joint process between a company and a consumer, allowing customers to coconstruct the service experience and adapt it according to a particular situation (Barrios et al, 2023;Prahalad and Ramaswamy, 2004;Vargo and Lusch, 2014;Leroi-Werelds, 2019). Thus, the participation of the consumer in the service provider is a determinant, as it explains how cocreation occurs (Payne et al, 2008;Ramirez and Garcia-Penalvo, 2018;Yi and Gong, 2013;Grönroos, 2011;Bilstein et al, 2022).…”

Editorial: Research horizons of smart service technologies – Special section editorial

“…An important avenue for future research is examining how firms can leverage smart service technologies to create transformative value by potentially addressing key challenges of our times such as climate change, demographic shifts and social transformation (Bilstein et al , 2022). This includes integrating principles of service design to foster sustainable and environmentally friendly consumer behaviors (Winterich et al , 2019) and understanding how smart services can augment service employees, enhancing their well-being at work on the one hand, and their effectiveness and efficiency on the other hand (Henkel et al , 2020b; Bromuri et al , 2021).…”