Psychological Implications of Customer Participation in Co-Production

Abstract

Customer participation in the production of goods and services appears to be growing. The marketing literature has largely focused on the economic implications of this trend and has not addressed customers’ potential psychological responses to participation. The authors draw on the social psychological literature on the self-serving bias and conduct two studies to examine the effects of participation on customer satisfaction. Study 1 shows that consistent with the self-serving bias, given an identical outcome, customer satisfaction with a firm differs depending on whether a customer participates in production. Study 2 shows that providing customers a choice in whether to participate mitigates the self-serving bias when the outcome is worse than expected. The authors present theoretical and practical implications and provide directions for further research.

Co-creating brands: Diagnosing and designing the relationship experience

“…Researchers such as Bendapudi and Leone (2003) distinguish between different forms of co-creation including: the emotional engagement of customers (e.g., through advertising and promotional activities); 13 self-service; engaging the customer in an experience (e.g., white-water rafting); using processes to allow the customer to solve their own problems (e.g., self-diagnosis of computer fault on a website); and where the customer actively engages with the supplier to help design a product, (e.g., Boeing actively encourages the involvement of their airline customers in aircraft design). Brand relationship experience design involves the selection, planning and implementation of value-adding activities and experiences for the customer.…”

“…Many forms of co-creation exist (e.g., Bendapudi and Leone, 2003) and this case study illustrates many of them, including the emotional engagement of the customer (e.g., appeal to environmental concerns); self-service (e.g., customer accessing the service when required); engaging the customer in the experience (e.g., the 'fun' element on accessing the car); and the use of systems to provide expertise for the customer (e.g., on-line tutorial to understand the rental system and experience).…”

A disztributív igazságosság fogalmának értelmezése a szolgáltatóvállalat nézőpontjából

“…Abban az esetben, ha a vevők maguk is közre-játszottak a hiba kialakulásában, csökken a kompenzáció iránti igényük (Bendapudi -Leone, 2003). …”

The Coordinates of Co-Production in the Educational Services System

“…Well, before receiving the final goods or services from the offeror/provider, they determine them as form and content. The "conversion" of clients into co-producers first requires exploring their talents and skills and their orientation to business needs (Bendapudi & Leone, 2003).…”