Value Co-creation Research Articles

Human–AI resource relations in value cocreation in service ecosystems

PurposeApplications of artificial intelligence (AI), such as virtual and physical service robots, generative AI, large language models and decision support systems, alter the nature of services. Most service research centers on the division between human and AI resources. Less attention has been paid to analyzing the entangled resource relations and interactions between humans and AI entities. Thus, the purpose of this paper is to extend our metatheoretical understanding of resource integration and value cocreation by analyzing different human–AI resource relations in service ecosystems.Design/methodology/approachThe conceptual paper adapts a novel framework from postphenomenology, specifically cyborg intentionality. This framework is used to analyze what kinds of human–AI resource relations enable resource integration and value cocreation in service ecosystems.FindingsWe conceptualize seven different human–AI resource relations, namely background, embodiment, hermeneutic, alterity, cyborg, immersion and composite relation. The sociotechnical entangled perspective on human–AI resource relations challenges and reframes our understanding of interactions between humans and nonhumans in resource integration and value cocreation and the distinction between operant and operand resources in service research.Originality/valueOur primary contribution to researchers and service providers is dissolving the distinction between operant and operand resources. We present two foundational propositions. 1. Humans and AI become entangled value cocreating resources in inherently sociotechnical service ecosystems; and 2. Human and AI entanglements in value cocreation manifest through seven resource relations in inherently sociotechnical service ecosystems. Understanding the combinatorial potential of different human–AI resource relations enables service providers to make informed choices in service ecosystems.

Exploring the nexus of smart technologies and sustainable ecotourism: A systematic review

Sustainable smart ecotourism, utilizing smart technologies like smartphones, artificial intelligence (AI), and the Internet of Things (IoT), aims to minimize harm to natural and cultural ecosystems, promoting education and environmental conservation. This review aims to examine the concept of sustainable smart ecotourism, analyzing existing literature to gain insights into the significance, components, challenges, and contributions to sustainable development on a global scale. A systematic review was conducted to evaluate sustainable smart ecotourism using PRISMA guidelines. The review focused on scholarly, peer-reviewed studies from developing countries, using databases like ScienceDirect, Jstor, Taylor & Francis, and IEEE. The study used Joanna Briggs Institute and Cochrane Risk of Bias tools to assess study quality. Thematic analysis techniques were used to extract and synthesize data, identifying patterns and trends relevant to smart ecotourism sustainability. Dual analyst verification ensured data integrity and reliability. After conducting a thorough quality evaluation using the Joanna Briggs Institute Checklist and Cochrane Risk of Bias Tool, we identified 29 studies of exceptional quality from an original pool of 9583 records. The use of thematic analysis sheds light on the diverse and important role of the IoT in promoting sustainable ecotourism. This study uncovered both the obstacles and possibilities associated with this technology. The findings provide important insights into the worldwide implementation of smart ecotourism techniques and highlight the significant impact of technology in promoting sustainable tourism models. Smart ecotourism involves multiple stakeholders to enhance environmental impact. Key characteristics include dynamic interactions, co-creation of value, sustainable development, resource sharing, and innovation services. Technology like IoT is crucial for sustainable tourism management. Collaboration with governments, local stakeholders, and organizations is recommended for sustainable policies. As a result of this study, sustainable ecotourism policies result from a collaborative effort between local communities, government agencies, and practitioners in the industry. Smart technologies, including AR/VR and AI, have the potential to enhance operational efficiency while reducing environmental concerns. Ecotourism, partnerships, and education are key to successful implementation and capacity building.

Empowering co-creation of services with artificial intelligence: an empirical analysis to examine adoption intention

PurposeCo-creation of services (CCOS) is a collaborative strategy that emphasises customer involvement and their expertise to increase the value of the service experience. In the service ecosystem, artificial intelligence (AI) plays a key role in value co-creation. Therefore, this study is undertaken to empirically uncover how AI can empower CCOS.Design/methodology/approachThe source data were collected from 305 service provider respondents and quantitative methodology was applied for data analysis.FindingsNew service development augmented with AI provides tangible value to service providers while also providing intangible value to supportive customers. With AI, service providers adapt to new innovations and enrich additional information, which eventually outperforms human-created services.Research limitations/implicationsAI adoption for CCOS empowerment in service businesses brings “service-market fit”, which represents the significant benefits wherein customers contribute to creativity, intuition, and contextual awareness of services, and AI contributes to large-scale service-related analysis by handling volumes of data, service personalisation, and more time to focus on challenging problems of the market.Originality/valueThis study presents theoretical concepts on AI-empowered CCOS, AI technological innovativeness, customer participation in human-AI interaction, AI-powered customer expertise, and perceived benefits in CCOS, and subsequently discusses the CCOS empowerment framework. Then, it proposes a novel conceptual model based on the theoretical concepts and empirically measures and validates the intention to adopt AI for CCOS empowerment. Overall, the study contributes to novel insight on empowering service co-creation with AI.

Co-creating sustainable value within a social enterprise: The case of digital homes housing association

This case focuses on how a social enterprise, Digital Homes Housing Association, collaborates with diverse stakeholders to co-create value that is mutually beneficial. It examines how value can be achieved in a sustainable manner while helping to address the prioritised social objectives of the social enterprise. The case outlines how Cormac Redpath, the Chief Executive of Digital Homes Housing Association, attempts to maximise the positive impact derived from stakeholder collaboration and engagement. The case explores Cormac's audit of the organisation's stakeholder activities, and his intention to formulate a streamlined value co-creation strategy that contributes to its social objectives more effectively than currently. The concept of co-creating sustainable value within a social enterprise is explored in the context of the Scottish social housing market, in which not-for-profit Housing Associations work with communities to provide safe, secure, comfortable and affordable homes to individuals who may otherwise not be able to access them.

Exploring the Value Co-Creation of Cultural Creative Hotels: From the Perspective of Social Innovation

Social innovation has emerged as a transformative force in businesses, particularly in the context of cultural and creative hotels. This study aims to explore the relationship between social innovation and value co-creation in cultural and creative hotels, compare the intrinsic characteristics of social innovation and value co-creation within these hotels, and investigate the key factors driving social innovation in this sector. Employing a qualitative research methodology based on the theory of social innovation, this paper examines the process of value co-creation and analyzes the three key drivers within the social innovation ecosystem: establishing interdependence and identity among organizations; enhancing cognitive and value exchanges between organizations; and generating consensus through the role transformation of participants. The findings suggest that the key drivers of the social innovation ecosystem not only enhance the innovation capabilities of businesses but also motivate them to collaboratively create mutually beneficial and symbiotic value.

Understanding the complexities of omnichannel retailing through a service-dominant logic framework: exploring the role of digitalization in the retail ecosystem

ABSTRACT Retailing’s digital transformation continues to exert pressure on marketers to effectively design and manage consumers’ shopping experiences. A multi-method research approach was adopted to thoroughly examine the current state of consumer experiences in an omnichannel retailing context. Specifically, a bibliometric analysis of 561 omnichannel retailing articles in the Web of Science database was conducted, revealing a lack of research focused on the service-dominant logic perspective. Therefore, the proposed conceptual framework utilized a service-dominant logic perspective, emphasizing the interconnected roles of various actors in shaping consumers’ experiences and their assessments of value-in-use within complex omnichannel retailing. To the best of the authors’ knowledge, this research is the first comprehensive framework for understanding consumer value-in-use in omnichannel retailing, linking antecedents, consumers’ value-in-use experiences, and consequences for consumers and retailers. In summary, this paper conceptualizes how consumers perceive value co-creation within an omnichannel retail ecosystem, contributing to the development of omnichannel strategies that optimize consumers’ value-in-use across the retail landscape.

Improving health service design and delivery for men: does gender targeting matter?

PurposeConsumer well-being in health-care settings is often undermined by information asymmetries, uncertainty and complex choices. Men are generally less motivated to adopt support tools designed to facilitate shared decision-making (SDM) and increase involvement in health service delivery. This study aims to examine the effects of sports team metaphors in a male-centered decision aid on empowerment and preparedness within a sleep apnea treatment context, a common disease among men. Individual-level factors that influence the decision aid experience are also considered.Design/methodology/approachAn online panel sample of 296 US men was randomly assigned to a generic or gender targeted decision aid. The scenario-based method was used to simulate the decision aid experience. A one-way MANOVA tested the effects of gender targeting on SDM-related outcomes. Structural equation modeling was then undertaken to analyze relationships between self-construal and these outcomes.FindingsParticipants who experienced the gender-targeted decision aid reported higher levels of empowerment and preparedness. The positive relationship between collective interdependence and empowerment was stronger among those who received the targeted decision aid. The positive relationship between empowerment and preparedness was also significantly stronger in the targeted group. Empowerment mediated the effect of self-construal on preparedness.Originality/valueLittle to no research has evaluated the effectiveness of sports team metaphors in improving SDM and facilitating health-care value cocreation. Results provide insight into how to enhance service design and delivery for men facing medical decisions.

STUDY OF VALUE CO-CREATION WITH THE DART MODEL IN THE DEVELOPMENT OF MSME

One effective digital marketing strategy today is through co-creation marketing. Co-creation places consumers as parties who actively share to create value or products. This study aims to determine the form of value co-creation in the Keripik Tempe Rohani MSME business with the DART model (Dialogue, Access, Risk Assessment, Transparency) as a strategy in product innovation and development while evaluating value co-creation at Keripik Tempe Rohani with the DART model. The results showed that Keripik Tempe Rohani builds an image towards customers by prioritizing customer service and satisfaction. Keripik Tempe Rohani makes good use of social media, one of which is in the context of openness to customers and potential customers. Keripik Tempe Rohani has been good at applying the DART concept in order to create image and value. Although some things can be maximized again, each model makes a positive contribution and is believed to be able to contribute to strengthening the business.

Fine dining with the package service: master chefs’ perspectives

ABSTRACT This study explores the adequacy of package service in fine dining restaurants. Using a qualitative research approach, data were gathered using semi-structured interviews with 21 fine dining restaurant master chefs working in Istanbul, Türkiye. Based on grounded theory research design, this study identified six main themes linked to the suitability of package service in fine dining restaurants: challenges, specialization, value co-creation, anti-pollution, food-quality, and readiness. This study contributes to the existing literature on fine dining restaurants and package service by identifying six themes as core components of food package service in the context of fine dining. Some of the main managerial implications for converting fine dining restaurants into package service include catering to a limited set of package services initially to assess the feasibility, service quality, challenges, and customer satisfaction, including designing the package services following the customers’ requirements without compromising the core attributes and quality.

Engaging in co-creation experiences: the role of affective image and satisfaction

PurposeThis study proposes a conceptual model and aims (1) to understand how co-creation experience influences guest engagement, (2) to analyse the effect of satisfaction and affective image between co-creation experience and guest engagement, and (3) to analyse the effect of guest engagement on behavioural intentions.Design/methodology/approachA questionnaire-based online survey was conducted targeting U.S.-based hotel customers. Developed on Qualtrics and distributed via Mechanical Turk, the survey garnered 465 useable responses from individuals who had visited international chain hotels within the last year. Data analysis was performed using Structural Equation Modelling (SEM) in IBM SPSS Amos.FindingsThe findings revealed significant direct effects of co-creation experience on affective image and guest satisfaction, with guest satisfaction notably influencing guest engagement, and guest engagement directly influencing behavioural intention. However, both co-creation experience and affective image showed minimal direct impact on guest engagement. The study also highlighted the importance of indirect effects and total effects in understanding the dynamics between the constructs analysed.Research limitations/implicationsThe findings revealed significant direct effects of co-creation experience on affective image, with affective image notably influencing guest engagement, and guest engagement directly influencing behavioural intention. Although satisfaction had direct effects on guest engagement, co-creation experience showed minimal direct impact on guest satisfaction and on guest engagement.Practical implicationsThis study advises managers to use co-creation primarily to enrich guest experiences and establish emotional connections rather than as a tool for directly enhancing engagement. It recommends that managers invest in strategies to enhance guest engagement beyond co-creation given the direct link between guest engagement and behavioural intentions, and the minimal direct impact between co-creation, guest engagement and satisfaction.Originality/valueThis study demonstrates that affective image is a pivotal mediator between co-creation experience and guest engagement. The findings provide valuable implications for hospitality practitioners in designing and managing co-creation experiences, emphasizing the importance of fostering a positive affective image in the value co-creation process to attain positive behavioural outcomes.

Knowledge Element Relationship and Value Co-Creation in the Innovation Ecosystem

In the era of Innovation 3.0, more and more enterprises are working together to build an innovation ecosystem to achieve value creation. The various participants in the innovation ecosystem promote resource aggregation and integration through cross boundary collaboration, jointly creating the value of the ecosystem. Value co-creation has become the core goal pursued by the participants in the innovation ecosystem. As an innovative participant in the innovation ecosystem, it is particularly necessary for enterprises to explore the formation mechanism of value co-creation from the perspective of enterprise knowledge characteristics. This article analyzes the value co-creation mechanism of innovation ecosystems from the perspective of including internal knowledge bases and external relationships. Based on the dimension of knowledge element relationships, a theoretical model is constructed to investigate the impact of enterprise knowledge element relationships on value co-creation in innovation ecosystems and explore the mediating role of knowledge synergy and the moderating role of innovation ecosystem normativity. The relationships are modeled based on survey data collected from 427 Chinese companies, and multiple regression analysis and bootstrap methods are used to empirically test the hypotheses. The research results show that different dimensions of knowledge element relationships have different impacts on value co-creation. Knowledge element substitution negatively affects value co-creation, while knowledge combination diversity positively affects value co-creation. However, there is an inverted U-shaped relationship between knowledge element complementarity and value co-creation. Knowledge synergy partially mediates the relationship between knowledge element relationships and value co-creation, and innovation ecosystem normativity has a two-stage moderating effect on the path from knowledge element relationships to knowledge synergy to value co-creation. This article enriches the research content of knowledge management in innovation ecosystems, guides enterprises in the innovation ecosystem to reasonably construct their own knowledge systems, and promotes the formation of innovation ecosystem norms, thus promoting the development of value co-creation activities.

The role of value co-creation on retailer loyalty and omni-channel shopping frequency

PurposeDrawing upon the social network theory (SNT), the aim of this study is to examine the impact of value co-creation (VCC) on retailer loyalty (RL) and omni-channel shopping frequency (OCF) from the consumer perspective.Design/methodology/approachGrounded on SNT, the research focuses on VCC in omni-channel retailing. A paper-based questionnaire was used to examine the role of VCC on OCF and RL, and hypotheses were tested using structural equation modeling (SEM).FindingsThe findings supported the impact of VCC on RL, and in turn, the impact of RL on OCF. However, the results of the analysis reveal that RL has no mediator role between VCC and OCF.Practical implicationsThe study shows the increasing role of VCC on RL, and the important role of RL on OCF. The findings reveal that RL has a significant role for VCC and OCF separately but does not have a mediator role between VCC and OCF. Moreover, the study extends the knowledge on VCC in omni-channel retailing.Originality/valueThe new research model, which was hypothesized from SNT, was validated. In the omni-channel retailing context, the study revealed the consumer perspective on VCC, and also the linkages between VCC, RL and OCF.

Social Commerce and Customer-to-Customer Value Co-Creation Impact on Sustainable Customer Relationships

The advent of social commerce (SC) has transformed the landscape of online consumer behavior, emphasizing the significance of customer-to-customer relations in shaping sustainable relationships with customers. This research investigated the intricate relationships between social commerce dimensions, particularly suggestions and recommendations, forums and communities, and ratings and reviews, and their influence on customer-to-customer value co-creation (C2CVCC) and sustainable customer relationships (SCRs). A questionnaire was designed and administered to 635 respondents. We examined the psychometric properties of the measurements and subsequently applied partial least squares as a structural equation modeling method (PLS-SEM) for hypothesis testing. The findings revealed that the dimensions of SC significantly impact C2CVCC, with ratings and reviews playing a pivotal role. Furthermore, C2CVCC emerged as a substantial mediator in the path between SC and SCRs. The empirical analysis showcased strong support for the proposed model, with robust path coefficients (β) and p-values confirming direct and indirect effects. These findings offer valuable insights for businesses seeking to leverage SC and customer interactions to enhance SCRs in the digital era. Understanding the dynamics of C2CVCC within the context of SC has become essential for marketers and businesses aiming to thrive in today’s competitive online marketplace.

Citizens’ role and digitalisation in the participatory budgeting to create public value: the case of Rome

PurposeIn recent years, the public sector has faced the challenge of digitalisation. This has significantly impacted the relationships between citizens and public organisations and, thus, it widely affects participatory processes, such as participatory budgeting (PB); in fact, digital tools (DTs) have emerged as a solution, increasing citizen engagement whilst improving efficiency, reducing costs and saving time. This contribution analyses PB in Rome, which is also implemented with DTs, seeking to understand how DTs impact citizens’ role in creating public value.Design/methodology/approachThe study is based on a qualitative approach, precisely by analysing a descriptive and exploratory single case study of PB’s first adoption in Rome in 2019. The information is obtained from multiple sources and examined through document analysis.FindingsIn the Roman context, DTs in PB primarily facilitated cost-effective information sharing, offering citizens basic participation. Unfortunately, the potential for more interactive DTs was overlooked, failing to enhance citizen engagement in critical phases like deliberation, evaluation or monitoring. Therefore, the tools did not fully support citizens becoming co-creators of public value instead of just users in governance.Originality/valueThe novelty of this study lies in exploring the difference between the use of DTs that assist citizens/users in improving service quality and those that support citizens in creating a public and shared value. It ventures further to assess various tiers of participation, meditating on the digital elements that stimulate active engagement and value creation instead of simply expanding the participant pool or process efficiency.

Examining the Usefulness of Customer Reviews for Mobile Applications

In the context of mobile applications (apps), the role of customers has been transformed from mere passive adopters to active co-creators through contribution of user reviews. However, customers might not always possess the required technical expertise to make commercially feasible suggestions. The value of customer reviews also varied due to their unmanageable volume and content irrelevance. In our study, over 189,000 user reviews with over 50 apps would be analyzed using review analysis and multivariate regression analysis to examine the impacts of innovation and improvement led by customers on app performance in terms of app revenues. The developers' lead time in responding to user reviews would be included as a moderator to investigate whether app performance would be enhanced if developers respond faster. This study should represent one of the first few attempts in offering empirical confirmation of the value of co-creation of apps with customers. The authors also present methodological contributions by establishing operationalization and analyses of user reviews.

Citizens’ conscious engagement in digital platforms: advancing public service delivery within the public service logic framework

ABSTRACT Public service logic (PSL) acknowledges the pivotal role of citizen participation in value creation, yet the effect of citizens’ conscious engagement on public service delivery and co-creation of value with public service organizations (PSOs) remains underexplored. This study addresses this issue through empirical research on the interactional text data between users and PSOs on an online responsive service platform in Beijing, China. The study contributes by unveiling evidence of users’ conscious engagement and input and examines its influence on PSOs’ responsiveness and service outcomes. Furthermore, it extends the research on value co-creation within digital platforms.

On the Receiving End of Customer Creativity: Insights From Approach-Avoidance and Interpersonal Complementarity Perspectives

Increasingly, transactions between firms and customers are typified by the co-creation of value, wherein customers play an active role in the development of new products and services. Over the past two decades, research on co-creation has flourished across multiple disciplines, largely highlighting its benefits for firms and customers. Importantly, though, while customer engagement in the creative process may be viewed positively by customers and improve organizational performance, it may not be experienced as universally positive by the service providers who must respond to it. To gain a more complete understanding of both the positive and negative sides of customer creativity, we take an approach-avoidance perspective to build a theoretical model explaining how and why customer creative behavior can lead to divergent responses by service providers. Specifically, we describe how creativity by customers can inspire service providers, driving them to act more prosocially toward customers in return. Simultaneously, customer creativity can cause performance anxiety in service providers, leading them to withdraw from their work. Adding nuance to these predictions, we draw from interpersonal complementary theory to explain why the approach-avoidance processes triggered by customer creativity should be contingent on service providers’ creative-role identity. Across an experience-sampling field study (Study 1), a critical-incident experiment (Study 2), and a scenario-based experiment (Study 3), our results largely align with our theoretical model (overall N = 647). We close by discussing the theoretical and practical implications of our work.

Research on the mechanism of consumer participation in value co-creation by innovative enterprises: An evolutionary game analysis framework.

The profound changes brought about by informatization and digitalization have given rise to the user-centered innovation concept, and value co-creation by enterprises has become an inevitable trend. It has become a pressing issue for scholars to analyze the mechanism of consumer participation in the value co-creation of innovative enterprises. In this paper, by establishing an evolutionary game model between consumers and innovative enterprises, we analyze in depth the mechanism of consumer participation in the value co-creation of innovative enterprises. The results show that the initial cooperation probability between consumers and innovative enterprises directly affects their strategic choices; the establishment of reward mechanisms makes consumers more inclined to choose active participation in value co-creation strategies; as the probability of non-cooperation between the two parties being reported increases, the probability of consumers and innovative enterprises choosing cooperation also increases. Studying the mechanism of consumer participation in the value co-creation of innovative enterprises has essential theoretical and practical significance for enterprises to achieve value creation, enhance competitiveness, and promote innovation. This study not only enriches and develops relevant theories but also provides guidance and support for the practice of enterprises, promoting sustainable development and successful co-creation.

Self-transcendent emotions as the locomotive of value co-creation in sustainable tourism: a horizon 2050 paper

Purpose This paper aims to outline the role of self-transcendent emotions (STEs) such as compassion, gratitude and elevation in the context of sustainable tourism. It proposes a research agenda for further investigation of these emotions as facilitators of value co-creation in sustainable tourism. Design/methodology/approach Drawing on the literature on the psychology of STEs, sustainable tourist behaviour and value co-creation, this paper pinpoints potential developments and challenges associated with STEs in the domain of sustainable tourism by following a service-dominant logic approach. Findings STEs are likely to have a profound impact on sustainable tourism leading to value co-creation and mitigating the risk of value co-destruction and value no-creation. They can facilitate value co-creation by shifting the focus of actors from their own selves towards others in the tourism ecosystem, shifting the focus from extrinsic to intrinsic motivations and increasing moral values. Moreover, STEs are expected to be contiguous and reciprocal, fostering value co-creation in sustainable tourism practices. However, extreme levels of STEs can lead to value co-destruction and value no-creation. Originality/value This paper highlights the role of STEs as facilitators of value co-creation in sustainable tourism, a facet that has been overlooked in the existing literature. Further investigation is necessary in different contexts such as transformative and regenerative tourism; societal or individual crises and failures and the applications of technologies such as the Metaverse and artificial intelligence.

Developing a Manufacturing Industrial Brain in a Smart City: Analysis of fsQCA Based on Yiwu Knitting Industry Platform

Developing a Manufacturing Industrial Brain in a Smart City: Analysis of fsQCA Based on Yiwu Knitting Industry Platform