Building relations between a company and consumers through cocreation: Polish and Chinese context

M Wiścicka,S Misiak-Kwit

doi:10.4038/kjm.v6i1.7525

Abstract

The paper consists of two parts, i.e. theoretical and practical. The theoretical deliberations are devoted to the explanation of supporting the process of product co-creation. The practical part of this paper reports the findings of a study concerning the interest of young people in participation in co-creation in Poland and China. The aim of the article is finding whether the Polish and Chinese Y generation client’s role understanding about the cocreation process and their feelings regarding the usefulness about the co-creation process. To gather primary data field survey method has been adopted with a structured questionnaire. The target group (population) of the survey was constituted by young people (generation Y) who, by virtue of their psycho-physical characteristics, are more prone to share their experience and engage in various activities. Percentage analysis has been applied to analysis the primary data. Based on the analysis, it can be concluded that the potential interest in the participation in co-creation is high among both groups of respondents (the Poles 56%, the Chinese 90%).

Highlights

A significant value of co-creation is the involvement of the customer in the cooperation with the company (Rogoziński, 2012), but there are opinions voiced that it is the creation of a product for oneself that constitutes a value
Does that mean that behaviours of young consumers from Europe and Asia will be different when considering the co-creation? Finding an answer to the question posed encouraged the authors of this article to conduct a pilot survey among the generation Y (Millennials)
In this article the emphasis is put on the presentation of research results from two countries: Poland and China. Those countries are representing different cultures, religions, traditions and levels of development measured by Human Development Index (HDI)

Summary

Introduction

A significant value of co-creation is the involvement of the customer in the cooperation with the company (Rogoziński, 2012), but there are opinions voiced that it is the creation of a product for oneself that constitutes a value. The development of the social media has provided new possibilities of co-creation This is relevant at the moment when individualization of communication is most significant for customers. The authors wanted to know whether the role of Polish and Chinese Y generation client’s in co-creation process is fully understood. In this article the emphasis is put on the presentation of research results from two countries: Poland and China. Those countries are representing different cultures, religions, traditions and levels of development measured by Human Development Index (HDI). The aim of the article is to find whether the Polish and Chinese Y generation client’s role as well as their feelings regarding the usefulness in the co-creation process are fully understood

Objectives

Results

Conclusion