How context shapes value co-creation: spectator experience of sport events

Abstract

How context shapes value co-creation: Spectator experience of sport events This paper applies the perspective of service-dominant logic, specifically value co-creation in service ecosystems to the context of sports. It builds on the notion that co-created value can only be understood as value-in-context. Therefore, a structural model is developed and tested for different contexts of spectating live broadcasts of football games during the Fédération Internationale de Football Association World Cup 2014. The context-specific contributions of the cocreating actors, spectators' experience evaluations, and the resulting contextspecific value perceptions from the spectators' perspective are identified. The results highlight that the relative influence of the main co-creating actors and the relative importance of the value dimensions differ across contexts. Service providers (in sports) should identify how consumers evaluate experience and which dimensions of value are most important to them in the context under consideration. This will help them to successfully facilitate value co-creation, make meaningful value propositions and achieve strategic benefit for themselves.

Sport fans’ roles in value co-creation

“…First, although research on the role of customers in value co-creation processes has arisen in various sectors of the economy, SDL research in sport services has been underdeveloped, despite the social importance and integral role of the industry in popular culture and the global economy (Woratschek et al, 2014). Our paper supports a very recent emerging stream of research that points to the alliance between the SDL and CCT in sport service ecosystems (Horbel et al, 2016;Tsiotsou, 2016). Our theoretical paper uses CCT as an MRT to link with the SDL in an effort to shed more light on the role of a particular ecosystemfansand to thus better conceptualize the processes through which fans co-create value in sports (Figure 1).…”

“…Our exemplars, however, indicate that fans can play the role of authenticators, thus confirming, warranting and legitimating a value proposition according to their own experiences, idiosyncrasy, culture, situation and context (Horbel et al, 2016;Tsiotsou, 2016), which contradicts the GDL.…”

“…By applying a service ecosystem perspective, Tsiotsou (2016) identifies five experience-based factors that influence value co-creation from a fan perspectivehistorical meaning, tribal logics, rituals and socialization processes, value-insubcultural-context, and the co-construction/co-destruction of context. The context and shaping of experiences and value co-creation have been the focus of Horbel et al (2016), who call on sport service providers to identify how fans evaluate experiences and to consider which dimensions of value are most important to them. This section thus argues that the GDL cannot fully encapsulate the role of fans in value creation processes and that an SDL perspective is thus required (Vargo & Lusch, 2016).…”

“…Only recently have scholars turned their attention to the ways in which value is co-created (Tsiotsou, 2016;Uhrich, 2014;Woratschek, Horbel, & Popp, 2014;Yoshida, James & Cronin, 2013) or codestroyed across various sport service contexts (Stieler, Weismann, & Germelmann, 2014). Although there is a wealth of research on sport customers (e.g., fan typologies and motivations [Fillis & Mackay, 2014;Stewart, Smith, & Nicholson, 2003;Wann, 1995]), these approaches fall short of capturing the unique nature, processes and role of sport fans in value co-creation (Horbel, Popp, Woratschek, & Wilson, 2016;Woratschek et al, 2014).…”

The Roles of The Physical Environment, Social Servicescape, Co-Created Value, and Customer Satisfaction in Determining Tourists’ Citizenship Behavior: Malaysian Cultural and Creative Industries

“…Their interaction is very important. The findings show that servicescape from two points of view: Physical and social, are significant predictors on co-created value [113]. Thus, the findings of this research imply that the assumption of value co-creation concept is that customers will play an active role in collaborating with the firms for the creation of value together through the various stages of the value chain from service production to consumption [114].…”