Value Co-creation Experiences Research Articles

Cooking Class Travel in Thailand: An Investigation of Value Co-Creation Experiences

Cooking class travel (CCT) is a special form of food economy that is emerging worldwide, especially in Southeast Asian countries, such as Thailand. CCT is a touristic activity with strong value co-creation characteristics, but it is scarcely investigated on how tourists and hosts can work together to co-create the experience and value in CCT. Thus, based on value co-creation theory, this study adopts a rigorous content analysis approach to inspect the value co-creation mechanism of CCT in Thailand. Results reveal a value co-creation framework for CCT—from resources to practices to the final outcomes—offering academia and practitioners an in-depth insight into this fast-developing type of tourism economy and extending value co-creation theory to a new research area.

From service to social innovation with a service-dominant logic approach

PurposeThis paper aims to explore the intersection between service and social innovation, using a service-dominant logic (SDL) ecosystem approach to analyze how service innovations cocreate transformative value for individuals and communities.Design/methodology/approachA case study, with different data sources, is used to understand different innovations in a program that provides financial training to women in poverty in Colombia.FindingsIn the program’s service ecosystem, actors worked in tandem to develop dialogical service innovations. These service innovations transformed into social innovations, cocreating transformative value at different levels of the service ecosystem, including beneficiaries, families and communities.Research limitations/implicationsFirst, this study illustrates how, during service value cocreation experiences, a dialogical innovation path occurs with the simultaneous participation of different service entities. Second, it uses transformative value cocreation to integrate service and social innovations conceptually. Third, it reveals how service innovation cocreates transformative value at different levels of the service ecosystem. Fourth, it shows how technology in its material and immaterial forms, working as an operand and operant role, respectively, facilitates service innovations.Practical implicationsThis study illustrates how a wider service focus including all actors involved, in addition to a holistic view of beneficiaries, can prompt service and social innovations.Originality/valueService and social innovations have been seen as parallel fields. This study uses SDL to integrate these types of innovation processes and outcomes by applying the concept of transformative value.

Robots at your service: value facilitation and value co-creation in restaurants

PurposeThis paper aims to understand the process of guest-robot value co-creation in the restaurant context. It empirically examines the guest perception of value facilitation by service robots and its impact on guest value co-creation and advocacy intentions. It also investigates the moderating role of interaction comfort in the relationship between service robot value facilitation and guest value co-creation.Design/methodology/approachA mixed-methods approach was adopted. Ten customers who had dined at a service robot restaurant in China were interviewed in the qualitative study, followed by a quantitative study with 252 restaurant patrons to test the relationships between service robot value facilitation, guest value co-creation, interaction comfort and advocacy intentions.FindingsGuest perceptions of six robot attributes, including role significance, competence, social presence, warmth, autonomy and adaptability, determine service robot value facilitation. Interaction comfort moderates the influence of service robot value facilitation on guest value co-creation. Additionally, guest value co-creation mediates the effect of service robot value facilitation on advocacy intentions.Research limitations/implicationsThis study offers an understanding of six robot attributes that can improve service robot value facilitation. Nevertheless, the authors collected data from guests who had experience at service robot restaurants. The authors encourage future research to use random sampling methods to ensure study representativeness.Practical implicationsThis study offers strategic guidance for managers to deploy service robots in frontline roles in restaurants and provides important implications for service robot design to improve their facilitating role in the guest value co-creation process.Originality/valueThis study responds to a recent call for research on the role of service robots in the guest value co-creation experience. Unlike prior studies that focused on the adoption or acceptance of service robots, it examines the role of service robots in the value co-creation process (post-adoption stage). Furthermore, it is one of the early studies to identify and empirically examine the service robot attributes that enable value facilitation and foster value co-creation in guest-robot service encounters.

Experience management as an innovative approach in emerging Mediterranean destinations

Recent experience-centric management theory stresses the quality of the interaction between the consumer and the company as the key contributor to the creation of value. The theory follows that understanding tourists' quality of service experience (QSE) is crucial if tourism managers are to effectively support the value cocreation experience. This study examines the impact of QSE on destination image, as well as the impact of these variables on positive word-of-mouth and revisit intentions. The hypotheses are tested with data from a convenience sample of 1362 tourists who were surveyed in seven emerging Mediterranean destinations. Notably, the variable QSE is considered to be a formative variable, with four main dimensions named in the literature review. The data analysis includes a multivariate analysis using SmartPLS 3.0. By confirming the set of hypotheses, the role of QSE as an antecedent of destination image and behavioral intentions is underlined. Managerial implications are also provided.

Conceptualising the framework for effectiveness of customer value co-creation in service innovation

The involvement of customers as co-creators in new service innovation is increasingly being suggested as a successful strategy to improve the success rate of new services. Value-in-use is a central theme for the service-dominant logic because the customer is always a co-creator of value. Co-creation involves customer engagement in the creation of offerings through ideation, design and development. The objective of this paper is to develop the framework for successful development and implementation of customer value co-creation process in service innovation. Based on literature review, three phases of value co-creation have been developed. First, motivation for customer value co-creation is one of the important aspects to consider by a service firm. Extrinsic and intrinsic motivations play a key role for customer motivation to participate. Second, customers' role in value creation process have greater been developed. Customer experience during interaction becomes central to the value creation process. Customer participation in value creation process is divided into two parts: participation behaviour and citizenship behaviour. Third, criteria for superior value co-creation process have been developed. This research brings the framework that motivation for value co-creation creates positive impact on value co-creation process, which in turn leads to generate positive value co-creation experience.

Value Co-Creation in Ecotourism: Finding Solutions in a Digital Era

This study aims to identify the main actors in the ecotourism online value co-creation ecosystem. With the ever-increasing demand to which the ecotourism sector has been subject in recent years, there is a need for business models featuring interactive tools that allow ecotourists to participate and co-create their own experiences. Not only will ecotourism businesses and ecotourists participate in this process, but so too will several other stakeholders, becoming key actors in the co-creation of value. Ecotourism, being of a hedonic and experiential nature, requires strategies that are geared towards enjoyment of the joint value co-creation experience. With this finality, we present some factors, such as motivation, that are necessary for the ecotourist's value co-creation, as well as various other aspects that influence their behavior. Our expectation is that value co-creation will have a positive effect on the behavior and experiences of tourists when it comes to developing ecotourism products and services. Specifically, we expect that the implementation of a co-creation strategy will lead to greater satisfaction and loyalty. Accordingly, drawing on the existing literature, we present a theoretical proposal of the antecedents and consequents that affect and enable online value co-creation by ecotourists.

Conceptualising the framework for effectiveness of customer value co-creation in service innovation

The involvement of customers as co-creators in new service innovation is increasingly being suggested as a successful strategy to improve the success rate of new services. Value-in-use is a central theme for the service-dominant logic because the customer is always a co-creator of value. Co-creation involves customer engagement in the creation of offerings through ideation, design and development. The objective of this paper is to develop the framework for successful development and implementation of customer value co-creation process in service innovation. Based on literature review, three phases of value co-creation have been developed. First, motivation for customer value co-creation is one of the important aspects to consider by a service firm. Extrinsic and intrinsic motivations play a key role for customer motivation to participate. Second, customers' role in value creation process have greater been developed. Customer experience during interaction becomes central to the value creation process. Customer participation in value creation process is divided into two parts: participation behaviour and citizenship behaviour. Third, criteria for superior value co-creation process have been developed. This research brings the framework that motivation for value co-creation creates positive impact on value co-creation process, which in turn leads to generate positive value co-creation experience.

Airbnb – an exploration of value co-creation experiences in Jamaica

PurposeDrawing upon the theoretical framework of the service-dominant (S-D) logic, value co-creation and social practices, this paper aims to investigate how value is co-created among guests, hosts and the wider local community in the sharing economy context of Airbnb.Design/methodology/approachA qualitative enquiry through an online content analysis was applied to thematically analyse Airbnb online guest reviews to explore the value-co-creation practices in local tourist experiences in Jamaica.FindingsBased on Airbnb guest and host engagements, a theoretical framework emerges, depicting integrated operant and operand resources, host–guest value co-creation practices embedded in the destination’s authentic culture and specific value outcomes.Research limitations/implicationsBeing grounded in the geographical and cultural context of Airbnbs in Jamaica, the findings are transferable to similar platforms of the sharing economy, tourism contexts and destinations.Practical implicationsCritical implications unfold for Airbnb accommodation providers, destination stakeholders and policymakers by revealing a specific set of nuanced social practices that need to occur for local authentic experiences and value to be co-created among guests, hosts and the wider local community.Originality/valueThe paper makes an original contribution to knowledge by being one of the first studies to apply a S-D logic lens to the Airbnb sharing economy. It breaks down resource integration, host – guest value co-creation practices and value outcomes that occur for experiences and value to emerge in an Airbnb hospitality context.

VALUE CO-CREATION DURING TIMES OF CRISIS: A FRAMEWORK PROPOSAL

The aim of this paper is to provide a framework to support companies in the development of value co-creation processes (Vargo & Lusch, 2004, 2008) during a period of economic and financial crisis. Literature review on the companies’ behavior during recession time revealed that companies can survive and be profitable modifying own marketing strategy (Koksal & Ozgul, 2007), increasing the RD Filippetti & Archibugi 2010; Paunov, 2012) and entering profitable foreign markets (Robert, 2003). Nevertheless studies and research on value co-creation process during economic and financial crisis time lack so far. This study adopts an abductive and explorative research approach characterized by an iterative process of systematic combinations and inferences that allow theory to be informed by reality. The theoretical study and the analysis of some value co-creation experiences launched by Philips, Barilla and Kraft, allowed to frame the main drivers of the value co-creation process during a recession time and to purpose a theoretical framework to support companies to react to economic crisis and global consumption demand reduction.

Explaining and predicting purchase intentions following luxury-fashion brand value co-creation encounters

This study investigates luxury brand value co-creation processes. The authors use a mixed method approach to examine the relationships among encounter attributes, consumer value, brand value, and purchase intentions. In-depth interviews with Chanel customers reveal their reactions to their digital marketing and art marketing value co-creation experiences. Structural equation modeling analysis shows that the experiences influence customer value, customer value then influences brand value, and brand value then influences purchase intentions. Findings suggest that marketers should emphasize emotional and experiential aspects during customer–brand interaction encounters.

유비쿼터스 컴퓨팅 환경에서의 비즈니스 모델 개발 방법론: 가치의 공동 창출 경험을 중심으로

In this paper, we argue that characteristics of ubiquitous business are different from those of e-business or m-business. We have developed a u-business model development framework incorporating the concept of value co-creation experiences, which is a core of the ubiquitous business paradigm. The framework of u-business model development presented in this paper consists of eight steps such as defining of domain, discovery of opportunity nucleus, defining of potential co-creation experience environment, deriving candidates of u-business services, selecting u-business killer services, defining value propositions of u-business killer services, defining u-business killer service offerings, and drawing a resource map of u-business killer services. The proposed u-business model development framework offers useful guidelines for practitioners to develop successful u-business models under a ubiquitous business paradigm.