Value Co-creation Research Articles

Doctor interaction behavior, patient participation in value co-creation and patient satisfaction: cross-sectional survey in a tertiary-level hospital from Guangzhou, China

Value co-creation can be defined as the joint benefit that is created by patients and medical service providers through the integration of their respective resources. Participation and interaction between doctors and patients can generate an outcome that benefits both sides. Relevant studies of value co-creation in the healthcare field are limited. This study established hypotheses to explore the association between doctor interaction behavior, patient participation in value co-creation, and patient satisfaction. A cross-sectional survey was conducted with 637 patients (outpatients and inpatients) at a tertiary-level hospital in Guangzhou, China. The analysis result indicated that doctor interaction behavior could stimulate patient participation in value co-creation then increase patient satisfaction. The standardized total effect, direct effect, and indirect effect were 0.641 (95%CI: 0.055 ~ 0.067), 0.546 (95%CI: 0.044 ~ 0.059), and 0.095 (95%CI: 0.032 ~ 0.166), respectively. Patient participation in value co-creation mediated the relationship between doctor interaction behavior and patient satisfaction. Among the different dimensions of doctor interaction behavior, access, risk assessment and transparency dimensions were associated with positive patient participation in value co-creation. During the treatment process, doctor interaction and patient participation can get satisfying results.

The gloomy side of value co-creation for service employees

PurposeThere is a paucity of published research regarding service employees’ side of gloomy consequences emanating from value co-creation (VCC). The purpose of this paper is to provide a comprehensive overview of the activities and interactions of VCC that can result in negative well-being for service employees.Design/methodology/approachThis paper is a theory synthesis paper and, as such, seeks to accomplish conceptual integration of multiple theories and literature streams.FindingsThe origins of negative outcomes of VCC are infinite, and for the purpose of this study, the potential triggers of negative outcomes are limited to typical processes and behaviours initiated by VCC of services. For the purposes of this paper, dysfunctional customer behaviour, customer incivility, value co-destruction, boundary-spanning activities, organisational structure and policies and resource integration are investigated as sources of negative well-being for service employees.Research limitations/implicationsThe first limitation is the focus on offline transactions. Although the accepted definition of a service ecosystem provides for it to be a “self-adjusting system” a need could emerge for some formal management structure to cope with the increasing complexity of service transactions. A theoretical implication of this paper is that it includes a few lesser researched elements in the context of VCC. A starting point to deal with undesirable VCC interactions is to distinguish between undesirable interaction outcomes that originated inside the firm (own service employees) and those that originated from outside the firm (dysfunctional customers).Practical implicationsA first suggestion on how managers could deal with undesirable VCC interactions is to distinguish between undesirable interaction outcomes that originated inside the firm (e.g. own service employees, firm policies and structure) and those that originated from outside the firm (e.g. customer incivility and dysfunctional customers), as these two types of interaction outcomes require different interventions. Firms will need to bring together, study, analyse and assess all service employee experiences and challenges generated by VCC interactions. The frequency and significance of negative incidents should indicate the amount of effort and time to be spent on types of negative incidents.Social implicationsA challenge for service ecosystems is how they will adjust to comply with novel and traditional non-business objectives in the light of transformational, upliftment and other calls from society, whilst at the same time improving the well-being of the entire service ecosystem (i.e. providers, users and society). The improvement of well-being versus reducing suffering/losses/risks is not an option. The words of Hammedi et al. (2024, p. 159) “we move towards the conceptualization of service ecosystem health as a harmonious state in which private, public and planetary well-being merge” are exceptionally fitting here.Originality/valueThe negative consequences of VCC impact the well-being of service employees and are costly for a firm. Suggestions to prevent or limit the impact of undesirable or harmful consequences are made. This study is of value for service businesses, service academics and society. A greater awareness of the destructive nature of negative consequences of VCC will hopefully transpire from this study.

The Impact of the Pay-What-You-Want Pricing Experience on Customer Behavior: Focus on Willingness to Participate in Value Co-Creation

While Pay-What-You-Want (PWYW) gives customers pricing control, prior research has primarily emphasized its financial aspects, leaving its impact on non-financial outcomes, such as post-PWYW customer behavior, largely unexplored. In particular, the non-financial effects of PWYW have not been fully examined after controlling for the effects of increased self-efficacy due to pre-payment service use. We hypothesized that customers with higher self-efficacy due to service use and larger payments in PWYW will demonstrate a stronger willingness to participate in value co-creation. Results of online experiments using a hypothetical scenario centered on new-age music confirmed the hypothesis. This study broadens the scope of PWYW studies in two significant ways. First, it suggests that power derived from service experience and confidence should be distinguished from that derived from pricing mechanisms. Controlling for changes in power derived from service use accurately determines the relationship between PWYW and power. Second, this approach explores non-financial outcomes, particularly the influence of the PWYW experience on customers’ willingness to participate in value co-creation, and provides empirical evidence. Additionally, we provide practical insights for companies considering PWYW adoption, emphasizing the influence of the PWYW experience on customer–provider relations.

Co-creation of value in a cultural organizations’ ecosystem

From the perspective of Service Dominant Logic (Vargo and Lusch 2018), this research analyzes how co-creation of value develops in a Peruvian cultural ecosystem through analyzing its actor’s engagement, embeddedness, and value-in-context. The findings obtained aim to contribute to the dialogue between S-D logic and Arts Marketing, and to put light on the mechanisms that activate and restrict cultural participation in a service ecosystem. The research consists of a multiple case study which analyzes the Peruvian Puntos de Cultura Network (PPDCN) through 9 of its organizations. Participants include organizational leaders, users, and Network central headquarters’ managers. The instruments were an exploratory survey, semi-structured interviews, and a focus group. The analysis included codification, inter-rater reliability, ‘making-strange tool’ and a meta-matrix. Through the study of the co-creation of value in the PPDCN, findings revealed the following mechanisms for cultural participation: (1) Activation mechanisms: co-production between organizations and users; high leader engagement; cultural identity activities; educative, affective and entertainment-oriented activities. (2) Restriction mechanisms: different institutional logics at any level of interaction: organizations and Headquarters managers, organizations and socio-cultural environment, Headquarters managers and state actors; misalignment of platforms.

Relationships among para-social interaction, perceived benefits, community commitment, and customer citizenship behavior: Evidence from a social live-streaming platform

Encouraging online consumers to participate in the value enhancement process of products and stimulating users to engage in spontaneous and voluntary behaviors, the so-called Customer Citizenship Behaviors (CCBs), can significantly contribute to enhancing the competitiveness of online communities. Nowadays, there has been no systematic discussion on enhancing product value through value co-creation. Based on the Social Exchange Theory (SET), and take the current new type of online community, the social live-streaming community, as the research object, this study investigates how Para-social Interaction (PSI) between users and streamers affects users' perceived benefits, whether perceived benefits are related to users' community commitment and the relationship between community commitment and CCB from the perspective of value co-creation. Three hundred and forty-seven valid samples from China were obtained using TikTok and subsequently analyzed via Partial least squares structural equation modeling (PLS-SEM). The analysis results show that PSI positively influences users' perceived benefits, and among the perceived benefits, hedonic and self-esteem benefits can positively influence users' community commitment. When users' community commitment to live-streamers exists, it can effectively incentivize users to develop CCB. Theoretically, research findings enrich the study of online community value co-creation, para-social interaction, and citizenship behavior and provide recommendations for operating social live-streaming platforms.

A theoretical framework for value co-creation analysis in carbon sink projects

With the maturation of the carbon market, carbon sink projects have become a thriving business model, and the value co-creation of carbon sink has become a hot topic in interdisciplinary research. However, the theoretical foundation for value co-creation of carbon sink is limited, and existing theoretical frameworks do not fully cover resource allocation, power dynamics, and interaction mechanisms among different actors in project operations. Therefore, this study, based on the theory of value co-creation and supplemented by residual rights theory and circuit of capital theory, has established a comprehensive theoretical framework to consistently understand the driving factors, co-creation process, and outcomes of resource transformation in projects. Using the Forest Ecological Bank in Fujian Province, China as a case study, we applied our theoretical framework for analysis. The results show that our theoretical framework can depict the complete process of value co-creation of carbon sink, reveal the roles played by diverse actors, and capture the project's dynamic changes. The research findings can provide guidance for the sustainable development of carbon sink projects in areas such as strengthening cooperation and partnerships, creating incentive mechanisms, and enhancing the role of third-party institutions.

Interfacing triple bottom line sustainability and metropolitan governance: An empirical exploration of stakeholder value co-creation and conflict

The importance of metropolitan governance and stakeholder collaboration in sustainable urban development (SUD) is well recognized. However, collaboration among stakeholders is dynamic, and the relationship between metropolitan governance and stakeholder dynamics, including value co-creation and conflict, remains underexplored. This study aims to address this gap by examining the causal relationships among metropolitan governance, stakeholder value co-creation and conflict through the lens of the triple bottom line (TBL) of sustainability. Using a questionnaire survey, this study collected 467 valid responses through a combination of probability and quota sampling and analyzed the data using Structural Equation Modeling. The results indicated that stakeholder value co-creation is positively influenced by TBL dimensions and metropolitan governance, thereby simultaneously promoting SUD and generating potential conflicts that constrain SUD. The study further evaluated the effectiveness of stakeholder value co-creation as a mediating variable and found that it has a unique suppressing effect on the relationship between environmental sustainability and conflict. The findings suggested that environmental sustainability-driven governance initiatives are crucial to containing conflict and fostering value co-creation among stakeholders. Theoretically, this study enriches the discourse on SUD literature by quantifying the interactions between TBL, metropolitan governance and stakeholder dynamics. Practically, it provides certain implications for relevant practitioners by proposing an argument that governance initiatives can be aligned with the shifting priorities toward environmental sustainability.

Cocreation of social value: A tripartite game analysis with Chinese state-owned enterprises as an example.

In the context of the digital economy era, it is urgent for Chinese state-owned enterprises (SOEs) to engage in social value cocreation activities. The government and consumers' roles in SOEs' social value cocreation system cannot be ignored. Therefore, it is necessary to explore the tripartite social value cocreation model involving the government, SOEs, and consumers. In this respect, this study constructs a tripartite evolutionary game model of the government, SOEs, and consumers, and explores the influencing factors and evolutionary mechanism of the system overall. Matlab software is used to analyze the simulation data. The results reveal that the prerequisite for SOEs' successful social value cocreation is that consumers receive additional social value benefits greater than the level of improvement in social welfare. The allocation coefficient of consumers' additional social value benefits, the degree of the government's digital empowerment subsidy, and the level of the punishment for SOEs that violate the government's cocreation requirements will accelerate the achievement of equilibrium in the social value cocreation system, without affecting the final equilibrium result. By analyzing the strategic choices and interactive relationships among the government, SOEs, and consumers in social value cocreation in-depth, this study offers suggestions to promote the government, SOEs, and consumers' participation in social value cocreation. This research contributes to clarifying SOEs' social value cocreation model and has significant implications for promoting enterprises' high-quality development.

RESEARCH ON THE IMPACT OF DIGITAL CAPABILITY OF ENTERPRISES ON BUSINESS PERFORMANCE FROM THE PERSPECTIVE OF BUSINESS ECOSYSTEM

The study aims to investigate the interplay among digital capability, network capability, and value co-creation, the level of government digital governance, environmental uncertainty, and firm performance. This study summarized the high-tech manufacturing industry's value co-creation model from the perspective of the business ecosystem. It also added to previous research on the link between digital capability and enterprise performance and gave new research ideas for future studies on value co-creation in the business ecosystem. In practice, this study serves as a valuable guide for the development of high-tech manufacturing enterprises in China. It fosters the cultivation and promotion of digital capabilities within these industries, emphasizes the positive relationship between digital capabilities and enterprise performance, and guides high-tech manufacturing enterprises to prioritize value creation among multiple entities. We actively construct a business ecosystem and integrate both internal and external resources to generate value and foster mutually beneficial collaboration among various entities.

Sustainable Value Co-creation Between Financial Services Firms and Microenterprise Customers: is Digital the Missing Link?

Sustainable Value Co-creation Between Financial Services Firms and Microenterprise Customers: is Digital the Missing Link?

ANALYSIS OF THE CORRELATION BETWEEN BUSINESS ECOSYSTEM AND ENTERPRISE PERFORMANCE UNDER THE BACKGROUND OF DIGITAL TRANSFORMATION

This study, grounded in the theory of the business ecosystem, investigates how the digital capabilities of Chinese high-tech manufacturing enterprises influence corporate performance. The study builds a chain effect model of "digital capabilities—value co-creation—network capabilities—corporate performance" and looks at how environmental uncertainty affects the model. We looked at Chinese high-tech manufacturing companies through a questionnaire survey and in-depth analysis. The study found that: (1) digital capabilities greatly enhance corporate performance through the mediating role of value co-creation and network capabilities; (2) environmental uncertainty has a moderating effect on the relationship between digital capabilities and corporate performance. This study enriches theoretical research on the relationship between digital transformation and corporate performance, providing theoretical guidance and practical inspiration for Chinese high-tech manufacturing enterprises to enhance their competitiveness in the digital economy era.

The digitalized ‘innovation lab’: valorizing the museum outside the museum

ABSTRACT Today museums are called to be innovation laboratories. Although value co-creation within museums is framed in the broader tangle of interactions concerning the destination, digitalization management has so far been studied almost exclusively with reference to visit experience. Furthermore, the managers’ point of view has been rather neglected despite their significant role in designing and shaping experiences. By providing a more holistic analysis, this study tries to fill these gaps and move a step forward. The research seeks to understand how digitalization strategy can succeed in fostering and coordinating multiple interactions that occur in the various museum-mediated ‘experience-environments’. The findings highlight the possibility of identifying a greater number of value-creation opportunities. In reference to recent changes in social and tourism dynamics, digitalization can no longer exclusively concern museum contents but, if appropriately managed, becomes a tool for connecting with the outside stakeholders and exploiting the potential present in the destination.

Adaptive Stakeholder Management in Social Startups

This research examines the implementation and outcomes of stakeholder relationship management (SRM) strategies in social startups, focusing on Indonesia's Social Organization Matchmaking program. Conducting by a qualitative approach, this study explores how the Outreach Campaign team designed and implemented SRM strategies to engage diverse Organizations within a resource-constrained, emerging market context. The findings highlight a multifaceted SRM approach encompassing strategic communication, personalized engagement, value co-creation, and digital interaction. This adaptive strategy significantly enhanced program outcomes, including a higher success rate in matching Organizations with sponsors, increased retention, and overall satisfaction. Key factors contributing to effective SRM were identified, such as fostering trust through transparent communication, cultivating commitment through shared value creation, and balancing digital and traditional engagement methods. Contextual factors, including cultural norms, economic realities, technological infrastructure, and regulatory environment, shaped SRM strategies.

Co-Creation of Collective Values: Nurturing Thriving Rural Entrepreneurship

Co-Creation of Collective Values: Nurturing Thriving Rural Entrepreneurship

Value co-creation of carbon-neutral tourism route: a case in Thailand

ABSTRACT This participatory action research initiative was undertaken in Thailand to promote carbon-neutral tourism (CNT). The research involved the engagement of multiple stakeholders in the value chain to co-create a valuable CNT route for Nong Khao sub-district tourism in Kanchanaburi Province. A service design approach was applied in this study, consisting of four phases: building engagement and awareness, exploring customer needs, co-creating a route, and assessing the results. The findings revealed that tourists exhibited a strong preference towards the CNT trip option. The implementation of the activities resulted in an increased net profit margin of 165.31% due to cost reduction, sale-price growth, and larger tourist numbers. The research provides important value co-creation of CNT management guidelines for community tourism.

Explore an open-source value co-creation framework: A multiple case study

Explore an open-source value co-creation framework: A multiple case study

Value co-creation in fighting corruption: evidence from Hong Kong

Value co-creation in fighting corruption: evidence from Hong Kong

Implementing Value Co-Creation by Developing Service Dominant Logic Through Telkom Marketing Content Innovation Program

The objective of this study is to examine the digital innovation and marketing strategies employed by PT Telkom Indonesia in order to gain a competitive advantage within the telecommunications industry. The research method is descriptive qualitative, with data collected through interviews, observation, and content analysis. The research demonstrates that PT Telkom Indonesia has effectively developed a digital marketing program that enhances customer productivity and innovation. However, there are still some areas that require improvement, such as social media content planning. The implementation of Value Co-Creation (VCC) and Service Dominant Logic (SDL) strategies has been shown to be effective in increasing customer loyalty and strengthening the company's position in a competitive market. This research offers a significant contribution to the understanding of effective marketing strategies in the telecommunications industry. Based on the results of this study, practical recommendations for the optimization of PT Telkom Indonesia's digital marketing can be considered.

Value co-creation in tourism live shopping

Live streaming has been increasingly integrated into e-commerce platforms to sell tourism offerings, yet its value-adding mechanism for enhancing customer shopping experiences remains underexplored. From a value co-creation perspective, this study investigates how customers can co-create value by leveraging the interactive potential in tourism live shopping, and how such customer co-creation behavior can be fostered through the attributes and actions of tourism live streamers, drawing on source credibility and social presence theories. The empirical findings indicate that the credibility traits of tourism live streamers, characterized by trustworthiness, expertise, and attractiveness, are instrumental in fostering customer co-creation behaviors, which can in turn elevate customer perceived value of their tourism live shopping experiences. Additionally, the study reveals that the level of social presence during tourism live shopping sessions may positively moderate the influence of streamer credibility traits on customer co-creation behaviors.

Living lab as support for co-creation of value: application to agro-biodiversity contracting solutions

ABSTRACT In addition to providing private goods such as food, fibre and biomass, agriculture can deliver a variety of environmental public goods and ecosystem services, such as biodiversity conservation, water filtering, carbon sequestration, and landscape aesthetics for recreation. Often, however, the use of agricultural landscapes prioritises the provision of private goods, resulting in negative environmental impacts. To address this imbalance in the provision of private and public goods, targeted policy instruments (e.g. contracts) are required to ensure that public goods are provided at the level desired by society. This paper, which is written in the context of the Horizon 2020 project “Contracts 2.0 – H2020 RUR-03-2018”, aims to present a Living Lab case study in Tuscany to point out possible future scenarios of contractual solutions that could provide the right incentives for farmers and land managers to produce a specific environmental public good such as agro-biodiversity. This paper aims to evaluate the application of Living Labs in the case study, assessing what challenges might seriously hinder the collaboration process and/or the success of the participatory approach. Thanks to the participatory approach, it was possible to finalise the “dream contract” in the Living Lab case study. Contract Innovation Labs and Policy Innovation Labs members agreed on a new type of contract based on clear and measurable objectives decided together by farmers and public authorities.