“…Moreover, marketing practitioners and researchers have increasingly recognized that customer co-creation has positive effects on firm performance by increasing productivity and decreasing costs Ramaswamy, 2000, 2004). The improvement in firm performance arises from various sources: cost-minimization caused by customers serving as ad hoc employees (Lovelock and Young, 1979;Bitner and Brown, 2008), greater repurchases and referrals (Cermak et al, 1994;Shahin and Nikneshan, 2008), higher consumer well-being (Guo et al, 2013;Mende and Van Doorn, 2015), better brand image (Woisetschläger et al, 2008;Shamim et al, 2016), faster response to service failures (Dong and Sivakumar, 2017) and improved service/product development and innovation (Tether and Tajar, 2008;Grissemann and Stokburger-Sauer, 2012). From the customer perspective, customers can accrue economic value through the co-creation process as they benefit from cost reductions and discounts (Prahalad and Ramaswamy, 2004).…”