The effects of value co-creation activities on the perceived performance of exhibitions: A service science perspective

Abstract

Abstract This study introduces a new concept from service science perspective for understanding how exhibitors can organize themselves with exhibition organizers to co-create value for visitors, organizers, and themselves. This study develops a two-level value co-creation measurement scale, investigates the effects of value co-creation activities on perceived performance, and compares the differences in the effects of value co-creation activities among exhibitors of different sizes. The results of hierarchical modelling indicate that all the value co-creation behaviours are positively related to perceived performance. The results of the multi-group analysis show the differences in the effects of value co-creation activities among different sizes of exhibitors. This study enriches our knowledge in the theory of value co-creation by examining the concept from a service science perspective in the context of B2B environments. This study also provides recommendations for organizers to encourage exhibitors of different sizes to co-create values that they concern.