Customer value co-creation in KIBS firms’ new service development: Patterns and antecedents

Abstract

This paper investigates the patterns and antecedents of customer value co-creation (CVC) in knowledge-intensive business services (KIBS) firms’ new service development (NSD) process. In-depth interviews with three typical KIBS firms were conducted to explore the similarities and differences between firms. Qualitative analysis was then performed to construct a theoretic model regarding patterns and antecedents. Findings suggest that (1) NSD for KIBS is redefined as the development of a new servicing method, or the solution to a new issue which is intangible and highly customized; (2) CVC in KIBS NSD is categorized into customer as co-developer (Pattern 1), customer as definer (Pattern 3), and balanced (Pattern 2); (3) an integrated CVC-NSD model for KIBS is established. The novelty of this study is embodied in the redefinition of NSD for KIBS, as well as the identification of the three CVC patterns and their consequences.