Abstract
Co-Creation has attracted serious research attention in the recent past. Purpose of this paper is to review co-creation research, classify research articles according to the two approaches, content and process and on the basis of methodologies used in the articles and find the gaps in the literature for better co-creation research. A total of 110 articles from 53 refereed journals are classified into six categories on the basis of content approach: Value co-creation, co-creation, customer engagement, co-innovation, co-destruction and customer network. Research methodologies were classified into conceptual, empirical, descriptive, exploratory and experimental approaches. This study finds lacking in co-creation evaluation and implementation as well as better facilitation of co-creation value chain and processes. This paper could be helpful for business managers as well as for the firms to understand co-creation efficiency and to regain the customer’s satisfaction, trust and loyalty to facilitate customers to innovate and enhance competitive advantage.
Highlights
Customer satisfaction and service quality are considered as a fundamental marketing framework to determine customer loyalty
We suggest researcher to work upon examining the types of organisational and technological infrastructures for providing platforms for value co-creation
Most of the providers are yet to understand that co-creation is not a time wasting process but a tool to create loyal and satisfied customers
Summary
Customer satisfaction and service quality are considered as a fundamental marketing framework to determine customer loyalty. Service sector plays important role in development and growth of any country. Services play a vital role in the economies of both developed and developing countries. Today service sector plays important role in the economy’s growth and enrich key role in business growth too. Co-creation can be one of the modes of creating value in service sector. When the customers is engaged/ involved willingly and unwillingly with the business process in any form by shared or personal resources, to provide meaningful output in the growth of the company. Co-creation provides forum for customers and firms to share combine and renew each other’s resources and capabilities to create value through new forms of interaction, service and learning mechanisms. To achieve the competitive advantage and to gain the customer satisfaction and customer retention, service industry should look in the extent of co-
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
