Value Co-creation Perspective Research Articles

Driving Mechanism of Customer Participation in Service-Oriented Enterprises: A Perspective of Value Co-Creation

Based on service-dominant logic and service quality theory, this study explores the influence mechanism of customer participation on value co-creation of service-oriented enterprises. Employing a quantitative approach, the study utilized a questionnaire survey administered to 400 participants, examining the mediating and moderating effects of platform service quality and digital technology. The research results indicate that all three dimensions of customer participation have a significant positive impact on the value co-creation of service-oriented enterprises. Customer participation can also have a significant positive impact on the value co-creation of service-oriented enterprises through the mediating variable of platform service quality. Digital technology plays a significant positive moderating role between customer participation and platform service quality, as well as between platform service quality and value co-creation of service-oriented enterprises.

Evolutionary game analysis of collaborative application of BIM platform from the perspective of value co-creation

PurposeThe purpose of this paper is to explore the support for multi-party collaboration in project construction provided by building information modeling (BIM). Based on the perspective of value co-creation, the research results can provide support for the collaborative application and contract design of BIM platform.Design/methodology/approachIn this paper, an evolutionary game model involving the owner, designer and constructor is constructed by using prospect theory and evolutionary game theory. Through simulation analysis, the evolution law of the strategy choice of each party in the collaborative application of BIM platform is discussed and the key factors affecting the strategy choice of all parties are analyzed.FindingsThe results show that there is an ideal local equilibrium point with progressive stability in the evolutionary game between the three parties: “the construction party shares information, the designer receives the information and optimizes the project and the owner does not provide incentives”; in addition, the opportunistic behaviors of the design and construction parties, as well as the probability of such behaviors being detected and the subsequent punishment have a significant impact on the evolutionary outcome.Originality/valueThis method can provide support for the collaborative application and contract design of BIM platform.

Research on mining high performance path rules for new energy enterprises from the perspective of social responsibility—Empirical data from China

The high-quality development of new energy enterprises is of great significance to promote carbon peak and carbon neutrality and cope with the global warming crisis. However, with the increasing intensity of market competition and the appropriate weakening of the expected future subsidies, how to improve their performance through the fulfillment of the social responsibility of stakeholders has become a key scientific problem to be solved. Given the features of the new energy industry, including substantial initial investment, formidable technical barriers, and a pronounced reliance on policy support, this paper takes 182 new energy concept enterprises listed in China's A-shares in 2011–2020 as the research object. Employing qualitative comparative analysis, we extract four key rules for achieving high performance in new energy enterprises from the perspective of value co-creation of core stakeholders, including capital stakeholders (shareholders and creditors), technical stakeholders (employees), policy stakeholders (government and society), and upstream and downstream stakeholders (suppliers and customers). Then, we explore the performance improvement rules of typical cases. Our findings reveal that within the realm of new energy enterprises, capital-intensive enterprises with cost leadership and tax incentives, energy-manufacturing enterprises with suppliers dependence and saving environmental input, technology-innovation enterprises with cost leadership and talents dependence, and comprehensive-mature enterprises with suppliers dependence and tax incentives are more likely to achieve high performance. The findings can better guide management practice and promote the high-quality development of new energy enterprises.

Stay Healthy, Stay Furbished: Investigating the Co-Created Experiences of Quarantine Hotel Stay and Implications for Post-Pandemic Era

ABSTRACT Paying a timely tribute to the ancient root meaning of “hospitale,” emblematic of granting haven for those in desperate need, this study comprehensively investigates the direct and indirect relationships constituting the co-created experiences of quarantine hotel stay, an emerging hospitality product genre in the COVID-19 era. Data on inbound quarantined hotel guests were collected in China, where a solid “Dynamic Zero Covid” policy is in place. Research results from structural equation modeling revealed customers’ value co-creation attitude and perceptions of service quality as effective predictors of their behavioral intention in the quarantine hotel scenario. This study also verified the mediation of service quality, the moderation of personal collectivism, and the moderated mediation effect of value co-creation attitude and behavioral intention via service quality. The study contributes to the extant literature by introducing community value co-creation perspective to address the innovation and resilience of hospitality products and services in the pandemic era, with practical implications duly derived.

Research on City Brand Construction under the Perspective of Value Co-Creation

In the era of new media, the Internet platform has created many web celebrity cities, among which “Erbin” and its related topics continue to be hot for several months, and have become a phenomenal IP for city branding.This paper starts from the perspective of value co-creation, and through the method of audience survey, we study to understand the impact of user value co-creation participation on the construction of Harbin city brand. Through the research, this paper concludes that the degree of user value co-creation participation can promote the city brand awareness, reputation and loyalty. By studying the effect of Harbin’s city brand construction, this paper draws lessons for small and medium-sized city brands to “get out of the circle”.

A Study on New Media Publicity of Cultural Tourism under the Perspective of Value Co-creation Theory

In today’s rapid development of the Internet, the publicity advantages of new media have become increasingly obvious, and the national cultural and tourism sector has actively embraced new media to build an all-round, three-dimensional and multi-level new media publicity matrix to create high-quality cultural and tourism publicity content. Value co-creation has also become an important means to enhance the competitiveness of today’s digital media. Based on the theoretical perspective of value co-creation, the study analyzes the reasons for the excellent publicity effect of Harbin’s new media for cultural tourism, i.e., by stimulating users to participate in the interactive production of content, perfecting the content distribution mechanism around the user experience, and realizing the self-value-addedness of the participating subjects as well as the dissemination of the mainstream value and leadership, the study realizes the value co-creation and thus achieves a better publicity effect for cultural tourism.

Student Participation in University Governance Paths in the Value Co-creation Perspective

Student participation in university governance processes exemplifies the core principles of value co-creation. Student participation in university governance processes exemplifies the core principles of value co-creation. Universities offer participation platforms and resource support, while students leverage their own resources. Through their interactions, both parties reach a consensus, fully realizing the functional, developmental, and societal values associated with student participation. The value co-creation process enhances university governance efficiency, emphasizes student agency, and fosters a more harmonious relationship between the institution and the students. Examining student participation in university governance from the perspective of value co-creation reveals its significant potential.

Collaborative Green Innovation of Livestock Product Three-Level Supply Chain Traceability System: A Value Co-Creation Perspective

To enhance the health and stability of livestock product supply chains, it is imperative to augment product sustainability and satisfy food safety requirements through collaborative green innovation. Digital traceability technology amalgamates information and resources from stakeholders in the supply chain, facilitating knowledge sharing and product tracking throughout the entire process to purify the supply chain environment. Augmenting communication and trust among supply chains paves the way for green innovation, thereby yielding value-added benefits. Consequently, this paper formulates a simulation model for manufacturers, retailers, and consumers—three pivotal stakeholders in the traceability process of livestock products—from a value co-creation standpoint. It also incorporates a contract penalty mechanism to probe the collaborative green innovation process among various entities involved in the livestock product supply chain. System simulation is employed to emulate the evolution path of collaborative green innovation in the livestock product supply chain under the value co-creation perspective. Subsequently, a stepwise penalty mechanism, green incentive mechanism, and fair distribution mechanism are proposed for stakeholders to actualize collaborative green innovation and value creation. The findings reveal that: (1) the collaborative green behavior between suppliers, retailers, and consumers is influenced by factors such as value co-creation excess returns, innovative technology costs like traceability, cost sharing among stakeholders, and a certain threshold of government penalties. (2) A balanced distribution of excess returns and cost-sharing among stakeholders fosters the evolution of a green collaborative state in the supply chain, thereby achieving sustainable development with value chain enhancement and ecological optimization.

Tripartite Evolutionary Game Analysis and Mode Selection of Reward-Based Crowdfunding From the Perspective of Value Co-Creation

Crowdfunding refers to releasing fund-raising projects and raising funds through the Internet. To explore the relationship between platform resource investment and value creation in interactive learning between initiators and supporters, this article constructs a three-party game model among the platform, supporters, and the initiator, based on evolutionary game theory, and then obtains the replicator dynamics function of the player and analyzes the evolution trend. Further, this article analyzes the optimal pricing decision of the platform and the initiator under different crowdfunding modes and its optimal mode. The results show that there are two Evolutionary Stable Strategies that are accepted by three players under certain parameters, and the equilibrium point remains stable under external interference. When the net income of initiators participating in value co-creation increases, it can promote the crowdfunding platform to actively participate in the value co-creation process, while it will inhibit the participation of the platform when the net loss of initiators participating in value co-creation increases. In addition, although supporters will also be affected by the willingness of the platform to participate in value co-creation, the willingness of initiators to participate has a greater impact on supporters. As for the mode selection, when the platform does not provide fee preference, considering that the prices of the initiators in the crowdfunding period are the same, single-stage crowdfunding is the dominant mode, and the income of the platform and the initiators is also higher than that under the two-stage crowdfunding. When the product price in the single-stage crowdfunding period is lower than that in the two-stage sales period, the two-stage crowdfunding is the best choice for the initiator.

A Value Co-Creation Perspective on Data Labeling in Hybrid Intelligence Systems: A Design Study

The adoption of innovative technologies confronts IT-Service-Management (ITSM) with an increasing volume and variety of requests. Artificial intelligence (AI) possesses the potential to augment customer service employees. However, the training data for AI systems are annotated by domain experts with little interest in labeling correctly due to their limited perceived value. Ultimately, insufficient labeled data leads to diminishing returns in AI performance. Following a design science research approach, we provide a novel human-in-the-loop (HIL) design for ITSM support ticket recommendations by incorporating a value co-creation perspective. The design incentivizes ITSM agents to provide labels during their everyday ticket-handling procedures. We develop a functional prototype based on 17,120 support tickets provided by a pilot partner as an instantiation and evaluate the design through accuracy metrics and user evaluations. Our evaluation revealed that recommendations after label improvement showed increased user ratings, and users are willing to contribute their domain knowledge. We demonstrate that our design benefits for both human agent and AI systems in the form of hybrid intelligence service systems. Overall, our results emphasize agents' need for value-in-use by providing better results if they improve the labeling of support tickets pre-labeled by AI. Thus, we provide prescriptive knowledge of a novel HIL design that enables efficient and interactive labeling in the context of diverse applications of reinforcement learning systems.

Artificial Intelligence and the Value Co-Creation Process in Higher Education Institutions

The transformative capacity of artificial intelligence (AI) in different sectors is rapidly progressing. One of the sectors in which there has been an increase in these developments is the education sector, particularly higher education (HE). Although some studies have begun to consider the advances in AI to incorporate solutions at various stages of the university educational process, the role of students as possible co-creators of these developments has not yet been considered. From a perspective of value co-creation and service-dominant logic (SDL), this study seeks to identify the typologies of value perceived by university students with respect to different AI solutions applied to the learning process in the framework of a value network composed of themselves and other actors in the network. Using a qualitative, phenomenological research approach, four workshop sessions were developed with a total sample of 93 students from three Colombian universities. The results indicate that students mostly respond in agreement with the co-creation of value based on the concepts of AI functions in the future scenario of HE. These AI functions include the machine teacher and the Smart Tutoring App. The chatbot is among the functions associated with value co-destruction, which is one of the most widespread developments in the area of user experiences in business. Finally, we discuss these findings and offer implications for guiding public policy and strategic decisions by university boards in this highly relevant area.

The Magic of Brand Experience: A Value Co-creation Perspective of Brand Equity on Short-form Video Platforms

Many companies are utilizing short-form video platforms to enhance the value co-creation between brands and consumers and ultimately create brand equity. However, there is a research gap in the present literature regarding the significance of consumers' participation in short-form video platforms affecting corporate brand equity. The present study aims to address this research gap by incorporating value co-creation theory to investigate the role and mechanism of value co-creation generated by consumer participation in short-form video platforms, i.e., corporate-initiated value co-creation and customer-initiated value co-creation, on corporate brand equity. The current study used a survey methodology to collect 481 samples from TikTok users using a convenience sampling method. The present study used structural equation modeling on the collected data. The findings show that corporate-initiated value co-creation can positively influence corporate brand equity, in which brand experience plays a partially mediating role. Customer-initiated value co-creation can also promote brand equity, whose role is also partially mediated by brand experience. This study theoretically contributes to the value co-creation concept and its theoretical association with brand equity and brand experience. This research also offers practical implications for practitioners regarding the utilization and enhancement of brand experience to improve clients' engagement in value co-creation activities. Doi: 10.28991/ESJ-2023-07-05-09 Full Text: PDF

Influence of Customer Participation on Co-Creation Intention of Brand Value under Social Media

The purpose of this paper is to investigate if customer participation has the double-edged sword problem and how it impacts the co-creation intention of brand value under social media. To explore the relationship, we construct a research model from the perspective of value co-creation and cognitive behaviour theory in the context of social media. 385 valid samples were collected through a field questionnaire, and the structural equation model was used to test the research hypotheses. The results indicate that customer participation through social media has a double-edged sword effect, enhancing the perceived prosocial influence, but also causing social media fatigue. Perceived prosocial influence and social media fatigue play a dual mediating effect on the relationship between customer participation and co-creation intention of brand value. Moreover, brand attachment moderates the relationship between perceived prosocial influence and co-creation intention of brand value. Majority of the studies have found that customer participation has positive effect, but a few studies have found that customer participation has a certain “dark side”. This study focuses on the double-edged sword problem of customer participation through social media, as well as its effect on co-creation intention of brand value, thus contribution to the value co-creation theory. This research also analyses the positive effect of perceived prosocial influence and the negative effects of social media fatigue, thus supporting effective social media participation strategies for companies.

Engagement and estrangement: a “tale of two cities” for Bristol’s green branding

PurposeDrawing on the service-dominant logic and taking a multi-stakeholder brand value co-creation perspective, this paper aims to investigate whether positioning a place brand around sustainability helps or hinders stakeholders’ ability to co-create value for themselves and the brand.Design/methodology/approachThis paper is based on a case study of Bristol’s city branding following its award of European Green Capital, drawing on 29 in-depth interviews with key informants from multiple stakeholder groups. These interviews are supported by secondary material and field observations.FindingsThe findings evidence a “tale of two cities”. When sustainability is used as a positioning device, tensions are identified across three elements of brand co-creation: brand meanings; extraordinary versus mundane brand performances; and empowerment and disempowerment in branding governance. These tensions create stakeholder experiences of both engagement and estrangement.Research limitations/implicationsThis paper is based on one case study and evaluates face-to-face stakeholder interactions. Future research could access further stakeholders, across multiple cities and also examine their digital engagement.Practical implicationsPositioning a brand as sustainable (i.e. green) requires strong commitment to other ethical principles in practice. Brand practitioners and marketers may benefit from advancing stakeholders’ everyday brand performances to reduce disillusionment.Originality/valueRallying around virtuous associations, i.e. sustainability, does not in itself facilitate the generation of value for stakeholders and the brand, but instead can illuminate power imbalances and tensions in stakeholder interactions that result in a co-destruction of value.

The players’ perspective of value co-creation in esports service ecosystems

ABSTRACT The esports industry still exhibits progressive growth driven by digital transformation and an increasing followership. Such dynamic development involves manifold interactions between multiple actor types captured as value co-creation (VCC). Esports players comprise a key and specific group of actors. With various levels of professionalisation, they attract huge audiences in stadiums and on screen. Empirical insights can reveal the players’ perspective of VCC and thus inform managerial decision-making. This study’s primary purpose is to contextualise, specify and measure VCC in esports as a reliable and valid concept. Also, by applying structural equation modelling, VCC’s impact on satisfaction with the service and financial rewards is empirically tested. Media companies benefit from tapping into esports players’ resources in co-creation activities to venture into this prospering industry.

Entrepreneurial Elements of Activity for Value-Based Selling -A Product Centric Perspective Model

Purpose: The successful implementation of VBS entails eight process elements of activity Yet Practical application showed a difference between theory and practice when its about to turning the concept into action in entrepreneurial domain, to address this gap this study aims to contribut to the improvement of the VBS implementation processes by exploring and designing a Product Centric VBS model for entrepreneurs, and by doing this to contribute to the general body of knowledge of VBS.
 Methodology: The research design builds on the Descriptive practice-oriented research methodology.
 Findings: While our study confirms earlier research on value-based selling antecedes and consequences we also identify epistemological assumption that the marketing organizational tier is the appropriate level for initiating VBS elements of activity hence the value co-creation process will be rationally superseded by value pre-crafting in collaboration between supplier and transitional entrepreneur.
 Unique Contributions to Theory, Policy and Practice: As earlier studies for Successful implementation of value-based selling and the conceptualization of the approach adopted a customer value co-creation perspective. These descriptions can form first stone in the milestone for further research in which propositions could be tested based on the assumptions that we used when we elaborated the parameters that form the construct of the model that we developed.

Win-win strategies for firms operating in resource-abundant countries: Technological spillovers and a collaborative diversification policy

This paper responds to the growing need to be aware of the opportunities presented by technology spillovers resulting from value co-creation supported by diversification policies in resource-abundant host countries. It examines the effects of such a policy on both the local market strategies of multinational enterprises (MNEs) and on technological upgrades of local companies, where such policies require international oil and gas companies to build linkages to induce spillover. We argue that the effects of the policy with regard to spillovers can depend on the actors’ approach to collaboration. To suggest a theoretical foundation for such a collaborative approach, we integrate the value co-creation perspective with the concept of spillovers. The resulting approach is based on win-win strategies: the internationalization of the resource sector, and a shift towards the provision of service-based economy aid in an attempt to develop opportunities for sustainable operations on the part of multinationals in resource-abundant host countries. The development of local capabilities resulting from technological spillovers can enable local businesses to have access to international expertise in technology, create strategic opportunities and introduce long-term benefits for both local and international companies. This study adopts an abductive method as the basis for logical reasoning, employing an analysis of multilevel longitudinal case studies based on interviews with experts and multiple sources of industry documentation.

Analysis of the Reasons for the success of Douyin- Based on the perspective of user value co-creation

In the new media era, short video has become the main channel for users to engage in social entertainment and obtain consultation. Douyin, as a leader in the field of short videos, attracts huge traffic. Taking Douyin as the research object, based on the perspective of user value co-creation, this paper analyzes the impetus of the platform for user value co-creation from two aspects of content creators and content viewers. And summarize the experience and inspiration, in order to provide valuable and meaningful reference for the development and brand promotion of other apps.

Unleashing open innovation in the public sector: a bibliometric and interpretive literature review

PurposeInstitutional, economic, social and technological advancements enable openness to cope with wicked public management issues. Although open innovation (OI) is becoming a new normality for public sector entities, scholarly knowledge on this topic is not fully systematized. The article fills this gap, providing a thick and integrative account of OI to inspire public management decisions.Design/methodology/approachFollowing the SPAR-4-SLR protocol, a domain-based literature review has been accomplished. Consistently with the study purpose, a hybrid methodology has been designed. Bibliographic coupling permitted us to discover the research streams populating the scientific debate. The core arguments addressed within and across the streams were reported through an interpretive approach.FindingsStarting from an intellectual core of 94 contributions, 5 research streams were spotted. OI in the public sector unfolds through an evolutionary path. Public sector entities conventionally acted as “senior partners” of privately-owned companies, providing funding (yellow cluster) and data (purple cluster) to nurture OI. An advanced perspective envisages OI as a public management model purposefully enacted by public sector entities to co-create value with relevant stakeholders (red cluster). Fitting architectures (green cluster) and mechanisms (blue cluster) should be arranged to release the potential of OI in the public sector.Research limitations/implicationsThe role of public sector entities in enacting OI should be revised embracing a value co-creation perspective. Tailored organizational interventions and management decisions are required to make OI a reliable and dependable public value generation model.Originality/valueThe article originally systematizes the scholarly knowledge about OI, presenting it as a new normality for public value generation.

Higher Education Student Complaint Behavior in a Complex Service Ecosystem: A Value Co-creation Perspective

During the global covid-19 pandemic, most of higher education institutions (heis) were forced to migrate to an e-learning methodology in order to continue their academic activities. At the same time, the student complaint behavior (scb) increased due to new experiences of dissatisfaction or non-satisfaction. In this context, and seeking to ensure student satisfaction, heis have managed this behavior in the same form that companies do with their customers. Therefore, we present a critical analysis on the generic and standardized approach in the literature and practice to understanding and managing scb in the same way as customer complaint behavior (ccb) is managed. A review of the literature on the theories and studies related to scb and ccb and the student/customer treatment debate are presented, highlighting the complexity of higher education (he) service, which is considered a pillar of development due to its social value. The authors argue the suitable application of the Service-Dominant Logic (sdl), specifically its value co-creation premise, as well as the principles of the Service Ecosystem theory to differentiate scb from ccb. This may allow heis to continue to ensure student satisfaction through the management of their complaints without compromising educational quality and service sustainability. The reflection hereby presented is limited to the Latin America region educational contexts and their structures.