Role of commercial friendship, initiation and co-creation types

Abstract

Purpose The purpose of this paper is to introduce and test customer perceptions of four types of value co-creation (VCC), explore VCC a priori condition of relatedness, operationalized as commercial friendship, examine customer voluntary participation in VCC through initiation (customer vs company), and the influence of these factors on relational outcomes of VCC: satisfaction, loyalty and trust. Design/methodology/approach A scenario-based 2×2×4 experimental design was set in a destination resort context: weak vs strong commercial friendship, customer vs company co-creation initiation and four types of VCC. The 248 resort guests were equally and randomly assigned to experimental conditions. Multivariate analysis of variance and repeated measures analysis of variance was utilized. Findings Results demonstrated that customers perceived VCC processes differently. Co-creation of experience and co-recovery outcomes had significantly higher relational outcomes when compared to co-creation of marketing and co-innovation. Experiencing stronger commercial friendship, as customer–company relatedness and being invited to co-create resulted in stronger customer relational outcomes. Originality/value The core theoretical contribution of this study is the comparative analysis of customer perceptions of four distinctly different types of VCC: co-innovation, co-creation of experience, co-creation of marketing and co-recovery. A priori conditions of relatedness and co-creation initiation were established as antecedents of VCC processes among customers and service providers. When a service provider initiates VCC, it can positively affect customers’ relational outcomes of satisfaction, loyalty and trust.

Customer self-determination in value co-creation

“…Although, SDL redefined the role of customers as beneficiaries and active participants in creating their value (Vargo and Lusch, 2016), “there is still much to learn by exploring the nature of the activities and the role of consumers as part of value creation and co-creation activities and their impact on consumer well-being” (Anderson and Ostrom, 2015, p. 246). To the best of our knowledge, no study has examined how voluntary collaboration between customers and a service provider in the course of different types of value co-creation interactions (co-innovation, co-creation of marketing, co-creation of experience and co-recovery) (Busser and Shulga, 2019) influences customer co-created value (CCV) appraisal.…”

Cocriação de Valor no Turismo

“…Diversos estudos têm mensurado os efeitos da cocriação de valor no setor do turismo e da hospitalidade. Em um contexto de resort de destino, por exemplo, foi percebido que quando o setor comercial convida o turista a cocriar e mantém uma amizade comercial engajada, resultados relacionais mais fortes são alcançados entre cliente e empresa (Busser & Shulga (2019). Em outro estudo, a cocriação de valor foi relacionada positivamente ao bem-estar subjetivo (subjective well-being -SWB), ou seja, à medida que os turistas cocriam suas experiências, aumentam também a avaliação otimista da vida, incluindo satisfação, emoção positiva, engajamento e propósito (Fan, Hsu & Lin, 2020).…”

Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective

“…Different studies have highlighted that the concept of coproduction comprises of (indirect or direct) "co-working with customers" (France et al 2018;Jaspers and Steen 2019) or active involvement of the customers in the service or product design process (Schallehn et al 2019). Co-production may be conceptualised through the interactions of the customers by the acts of mental and physical activities and mutual exchange Busser and Shulga 2019;Grover et al 2020). Co-production may be executed by the help of the customers' cognition through intimate collaboration and dialog with a target for integrated mutual resources towards value co-creation (Ballantyne and Varey 2008;Kizgin et al 2017Kizgin et al , 2020Shareef et al 2018).…”