Value co-creation: a review of literature and future research agenda

Abstract

Purpose The purpose of this paper is to present a systematic review of the available literature on value co-creation (VCC) and provide insightful future directions for research in this domain. Design/methodology/approach The extant literature on VCC has been reviewed by collecting relevant research papers based on certain specified delimiting criteria. A total of 110 research papers have been analysed to gain useful insights into VCC literature. Findings The study analyses the literature on VCC and provides a clear distinction between VCC and its closely related constructs in the literature. The study also draws significant insights from the VCC literature based on some specific parameters. Some frequently used theoretical perspectives have been discussed in the study, thus pointing towards a few alternative theories that can be used for future research. Finally, specific trends emerging from the literature have been discussed that provide a comprehensive understanding of the research inclinations of this concept, along with future scopes of research in the VCC domain. Research limitations/implications The papers were selected for this study based on some delimiting criteria. Thus, the findings cannot be generalised for the entire research on VCC. Originality/value This paper fulfils the need for a systematic review of the extant literature on VCC. The study synthesises literature and bibliography on VCC from 2004 to 2019 to benefit both academics and practitioners and gives some directions to advance this domain of literature.

Explaining resistance intention towards mobile HRM application: the dark side of technology adoption

“…Before adopting technology, individuals tend to calculate the benefits which they will receive and how many resources they must spend to avail themselves of those benefits (Jebarajakirthy et al, 2020;Shankar and Jain, 2021). The literature suggested that perceived values play a crucial role in framing individual behavioural intention (Hsieh and Lin, 2018;Jebarajakirthy and Shankar, 2021;Saha et al, 2021). Similarly, in the context of HRMS, employees tend to calculate how new technology will provide different functional, hedonic and social values, and how much they have to spend to receive those benefits (Zhang et al, 2017;Shankar and Yadav, 2020).…”

Artificial intelligence in marketing: A meta‐analytic review

“…We retrieved 512 articles from our article search process and adhered to the Preferred Reporting Items for Systematic Reviews and Meta‐Analyses (PRISMA) guidelines (Moher et al, 2015) for articles' inclusion/exclusion process. Accordingly, at the first stage, we identified and excluded 217 duplicates: articles downloaded more than once from online databases (Saha et al, 2022). We then employed eligibility criteria to shortlist the suitable articles for our study.…”

What are the most important consumer decision factors when choosing an airline? An emerging economy perspective

“…An Air France food truck cruised down the streets of Manhattan a few years ago, handing out free samples of inflight meals to the public (Meece, 2011). Hence, it can be stated that full-service carriers prioritize “customer retention” by building and maintaining customer loyalty, the key to its success in the long run (Saha et al. , 2021; Carlos Martín et al.…”