Opportunities for consumer participation in post-purchase phase in service value creation

Abstract

Participation of clients in the creation of value for contemporary organizations refers both to companies offering material products as well as non-material ones. Services, due to some specific characteristics, and the indivisibility of providing service with consumption process, provide convenient opportunities for a client to participate in the rendering process as well as in the pre-purchase and after the completion of a service stages. Customer engagement in value creation can take many forms, both through direct contact and use of the Internet. The aim of the article is to present the possibility of co-participation of clients in value creation of service products, with emphasis on their Internet activity. In the article, based on theoretical reflections, were presented the results of a survey conducted in 2017 among 256 young consumers. Studies have shown that respondents’ prosumer activity on the Internet takes place mostly after the transaction, mostly as recommending specific service providers, and less likely sharing negative feedback. In general, the respondents rated their involvement as moderate, slightly higher in this respect were men, among whom however one in three, has assigned himself the lowest rating in this regard.