Value co-creation in service marketing: A critical (re)view

Hansen, Anne Vorre

doi:10.1016/j.ijis.2019.12.001

Cited by 26 publications

(9 citation statements)

References 46 publications

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“…Despite the wide adoption in the literature of Huotari and Hamari's [1] proposed definition of gamification as a process for supporting users' overall value creation, there is still no unified understanding of such a value [20] and no way to clearly observe it empirically [63]. Upon identifying two types of users' value co-creation that are endorsed by gamification, labelled "experience value co-creation" and "brand value co-creation", the systematic survey conducted in this paper regarding the latter has revealed major findings to build on in future research.…”

Section: Results Interpretationmentioning

confidence: 99%

“…The concept of value creation, traditionally shaped from the research streams of the service dominant logic, service logic and customer-dominant logic, has been originally regarded as the independent perception that consumers tend to conceive towards a service quality, either during or after the consumption process [20]. As per the service-dominant logic, this could be viewed as a joint, but indirect, creation between the firms and their consumers who use their knowledge and skills to continue the marketing, consumption, and value creation process [21].…”

Section: Introductionmentioning

confidence: 99%

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Gamification for Brand Value Co-Creation: A Systematic Literature Review

2021

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Gamification, commonly defined as the use of game elements in non-game contexts, is a relatively novel term, yet it has been gaining popularity across a wide range of academic and industrial disciplines. In the marketing field, companies are increasingly gamifying their mobile apps and online platforms to enrich their customers’ digital experiences. Whilst there has been a number of systematic studies examining the influence of gamification on user engagement across different fields, none has reviewed its role in brand value co-creation. Following a systematic literature review procedure via the online research platform EBSCOhost, this paper is the first to survey a set of empirical studies examining the role and impact of gamification on brand value co-creation. A final pool of 32 empirical studies implies the existence of four types of activities that are co-created by online users and positively influenced by gamification, namely: customer service, insights sharing, word-of-mouth, and random task. Moreover, this paper highlights the major game dynamics driving these activities, the key findings of each of the covered studies and their main theoretical underpinnings. Lastly, a set of noteworthy research directions for future related studies are suggested, comprising the exploration of novel game elements, and new co-creation activities related to corporate social responsibilities and physical commercial operations.

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Section: Results Interpretationmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Gamification for Brand Value Co-Creation: A Systematic Literature Review

2021

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“…It creates resources (goods/services). The customer can subsequently choose, or not, to use these to create/co‐create value, by integrating them with their own experiences/needs (Hansen 2019). Exploration of the “dark side” has also emerged, in that value destruction can also occur (Järvi, Kähkönen, and Torvinen 2018).…”

Section: Value and Value Creationmentioning

confidence: 99%

Value Creation in the Public Service Ecosystem: An Integrative Framework

Osborne

Powell

Cui

et al. 2022

Public Administration Review

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This article develops the concept of the "public service ecosystem" across four levels-the institutional, service, individual, and beliefs levels. It does this by integrating service management and marketing theory with public administration and management theory. Consequently, it explores both the dimensions of value and value creation within the public service ecosystem at each level, and the interactions and inter-relationships across these levels. It concludes with the key implications for public administration and management theory and pactice.

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“…In the literature on the subject, apart from the notion of 'cooperation with offerors', many other terms are used, which some authors consider to be synonyms of cooperation, whereas other researchers claim that they cannot be used interchangeably [5]. These include concepts such as co-design, co-creation (inter alia Hansen [7]), co-production (inter alia Chatterjee, Rana, and Dwivedi [8]), co-working with consumers (inter alia France, Grace, Merrilees, and Miller [9]), etc. Each of them has one common feature, which is the active involvement [10] of the final purchasers in creating marketing values.…”

Section: Literature Reviewmentioning

confidence: 99%

Prosumers’ Needs Satisfied Due to Cooperation with Offerors in the Context of Attitudes toward Such Cooperation

Baruk

2021

Energies

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The purpose of this article is to determine final purchasers’ needs satisfied due to cooperation with offerors and the dependencies between these needs and previous behaviors and attitudes toward this cooperation. The results of the world literature analysis indicate a cognitive and research gap regarding the aspects mentioned. In order to reduce the gap, empirical studies were conducted, in which an online questionnaire was used to gather primary data. The research was implemented in the second half of 2020 among 1150 respondents representing Polish adult final purchasers. The data were subjected to quantitative analysis using statistical analysis and statistical testing, including exploratory factor analysis, cluster analysis, Pearson chi-square independence test, V-Cramer contingency coefficient analysis, and Kruskal–Wallis test. The results of the statistical analysis made it possible to verify six research hypotheses. Dependencies were found between needs satisfied due to cooperation with offerors and the following aspects: (1) purchasers’ previous participation in cooperation with offerors, (2) purchasers’ willingness to cooperate with offerors, and (3) the assessment of contemporary purchasers’ readiness to cooperate with offerors. Willingness to cooperate with offerors differentiated all eleven needs satisfied due to cooperation with offerors analyzed in this study. Two other variables differentiated only a few of the needs analyzed. The results obtained from the research have a cognitive and applicability value. They contribute to theory of marketing and market behavior. They can also facilitate establishing and strengthening cooperation between offerors and final purchasers as important partners cooperating in the process of creating a marketing offer. This effect is very important in the case of shaping the cooperation between final purchasers and offerors of different products including energy ones. The originality of the approach proposed is evidenced by the fact it is the first time final purchasers’ needs that can be satisfied due to cooperation with offerors have been analyzed in the context of attitudes and behavior reflecting purchasers’ (1) previous participation in this cooperation, (2) willingness to cooperate with offerors, and (3) the assessment of contemporary final purchasers’ readiness to cooperate with offerors.

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Value co-creation in service marketing: A critical (re)view

Cited by 26 publications

References 46 publications

Gamification for Brand Value Co-Creation: A Systematic Literature Review

Gamification for Brand Value Co-Creation: A Systematic Literature Review

Value Creation in the Public Service Ecosystem: An Integrative Framework

Prosumers’ Needs Satisfied Due to Cooperation with Offerors in the Context of Attitudes toward Such Cooperation

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