Value Co-creation Process Research Articles

Strengthening Customer Engagement Through Religious Value Co-Creation

Value co-creation activities involve and benefit three parties at once, namely: the company, employees, and customers. Based on the customer's perspective, involvement during the value co-creation process causes their needs to be met during their participation. This study aims to examine the relationship between Religious Value Congruence (RVC) and Religious Value Co-Creation (RVCC) on Customer Engagement (CE). This study focuses on value creation that occurs when frontline employees and customers meet in interactive marketing activities due to the inherent inseparability of services. This concept was initially only considered a company activity but later developed into value co-creation, a continuous interaction between two or more parties in building a personalized service experience Review on value co-creation, the search for meaning in the value creation process as proposed by previous research has not touched the religious aspect. RVCC is a new concept resulting from the synthesis of the concept of value co-creation with Islamic values. Furthermore, 187 sharia insurance customers spread across several big cities in Central Java, Indonesia, were investigated and examined for the regression relationships using Partial Least Square Structural Equation Modeling (PLS-SEM). The results of data analysis show that Religious Value Congruence can increase the intensity of customers to be involved in Religious Value co- Creation, which ultimately has an impact on strengthening Customer Engagement. The results of this study succeeded in completing the concept of Value Creation proposed by previous researchers by considering religious factors in creating shared values. Religious value co-creation can be the basis for the differentiation of religious-based product offerings because the value received by customers is not only at the level of physical needs but also spiritual needs.

Interaction Aspects of Value Co-Creation Process toward Shared Vision in Megaprojects

Shared vision is deemed a crucial success factor in defining complex relationships among various stakeholders and their multidimensional objectives in megaprojects. However, the current research development and literature on shared vision in megaprojects remain unclear. In particular, the prerequisites of shared vision among stakeholders are infrequently investigated. This work demonstrates that the value co-creation process is an essential prerequisite for promoting shared vision between clients and contractors in megaprojects. Furthermore, it aims to explore the influences of the value co-creation process on shared vision in such megaprojects. Two hundred and eighty-two valid questionnaires were collected from respondents involved in megaprojects in China. The responses were analyzed using the partial least squares structural equation model. The results indicate that two of the four interaction aspects of the value co-creation process, namely dialogue and access, can positively improve shared vision in megaprojects, whereas risk assessment and transparency cannot. However, from the individual perspectives of clients and contractors, only dialogue has a positive effect on the shared vision of clients with contractors. In contrast, access is the only variable that exerts a positive influence on the shared vision of contractors with clients. These findings reveal a unique causal relationship between the value co-creation process and shared vision in megaprojects. This affords new insight on improving cooperation between clients and contractors in megaprojects by synchronizing their perceptions and interactions via the value co-creation process.

Active listening to customers: eco-innovation through value co-creation in the textile industry

PurposeThis study contributes to current efforts to design and implement sustainable innovation strategies in organisations from the textile industry. This study aims to examine how businesses can overcome the current challenges (e.g. lack of resources) of sustainable innovation by the incorporation of green knowledge of customers into their value co-creation strategies. Such strategies are based on actively listening to customers and addressing their expectations with regard to environmental sustainability, in particular in the face of the negative environmental impact of the fast-fashion industry.Design/methodology/approachThe findings of this study are derived from the analysis of data collected from 208 small and medium enterprises (SMEs) in the Spanish textile sector. A partial least squares structural equation modeling analysis was conducted using version 3.3.3 of the SmartPLS software.FindingsThis paper contributes to the literature on environmental sustainability by informing SME eco-innovation through the active listening of their customers’ perceptions while implementing value co-creation strategies. The research has found that engaging with customers and actively listening and addressing their expectations can result in the creation of green knowledge that contributes to both incremental and radical eco-innovation in the textile sector.Practical implicationsThis study found that when organisations from the sector lack eco-innovation capabilities, their existing and often their potential customer base is able to acquire new environmental knowledge and transfer it to the business through a process of value co-creation. The research also found that such green knowledge has the potential to lead to eco-innovation in the sector. In other words, the value co-creation process between the textile industry and its customers is a driver of the eco-innovations required to reduce the environmental impact of the sector, helping it address both its sustainability and its ethical challenges.Originality/valueThis study proposes that co-creation challenges such as the lack of resources, funding, qualified staff or technologies motivate companies in the textile sector to collaborate with their customers to seek joint solutions.

Research on the Transformation and Upgrading of Intelligent Manufacturing from the Perspective of Digital Ecosystems

In the context of a new round of industrial revolution and technological paradigm change, the transformation and upgrading of intelligent manufacturing have become an important research issue. To explore the transformation path and implementation mechanism of intelligent manufacturing in enterprises, Our research takes CRCHI as a case to conduct the transformation and upgrading of intelligent manufacturing based on the perspective of digital ecosystems. The results show that, firstly, Data-Intelligence technology empowers the value co-creation process of multi-stakeholder interaction and resource integration in the enterprise ecosystem, and then realizes the transformation and upgrading of intelligent manufacturing; secondly, the transformation and upgrading of intelligent manufacturing is the transformation and upgrading of industrial chain and value chain, it needs coordination and dynamic management at four levels intelligent designing, intelligent manufacturing, intelligent product-service system, and intelligent management network. Our research systematically discusses the transformation and upgrading path of intelligent manufacturing and the dimension of intelligent manufacturing, which enriches the research on intelligent manufacturing and fills up the research gap. We wish that our research that provide companies with useful managerial insights into management.

Metaverse as a driver for customer experience and value co-creation: implications for hospitality and tourism management and marketing

PurposeMetaverse blends the physical and virtual worlds, revolutionizing how hospitality customers and hospitality organizations facilitate the co-creation of transformational experiences and values. This paper aims to explore the opportunities and challenges that Metaverse introduces for hospitality and tourism management and marketing as part of the customer experience and value co-creation process. This paper also discusses how the advent and development of Metaverse can potentially transform hospitality customer experience and value co-creation.Design/methodology/approachA comprehensive literature review was undertaken to explore conceptual developments on Metaverse and best practice examples from around the world.FindingsMetaverse not only opens many exciting opportunities for hospitality and tourism but also poses some great challenges. Hospitality and tourism organizations need to use the Metaverse strategically to customize and co-create hybrid virtual and physical experiences, allowing consumers to engage with them and also with other customers before, during and after their visit. A range of research opportunities also emerge for the adoption and operationalization of Metaverse.Research limitations/implicationsThis paper critically analyzes the early applications of Metaverse in hospitality and tourism as well as promotes future solutions for hospitality and tourism management and marketing. The conceptual model in this study can help different stakeholders better understand the flow, logic and potential of Metaverse in the hospitality and tourism industry.Originality/valueThe paper defines and conceptualizes the potential of Metaverse in hospitality customer experience and value co-creation. Besides putting forward a research agenda for further exploiting the full potential for both hospitality customers and hospitality organizations, this paper elucidates the impacts of Metaverse on hospitality management, rooted in the previous literature in value co-creation and technology-enhanced experience.

How smart senior care can achieve value co-creation: Evidence from China.

With the rapid rise of artificial intelligence, smart senior care has become a new trend for future development. The collection of “Typical Cases of Chinese Elderly Service Industry Development” is selected by the script materials. The main purpose of this article is to investigate how smart senior care can achieve value co-creation by grounded theory. This study explores the phenomenon of value co-creation in the participation of multiple actors in smart senior care services. Findings show that institutional guarantee, technical intake, market empowerment, emotional support, service interaction, and reciprocity norm are identified as the driving factors for value co-creation. In addition, the behavioral processes of value co-creation include multi-actor value consensus, co-creation environment establishment, practical value co-creation, public value sharing, and diffusion of service added value in smart senior care. Finally, this study constructs a practical logic model of achieving value co-creation. It extends and enriches the scope of the value co-creation theory. This study confirms that value co-creation can be effectively achieved in smart senior care by the above-mentioned ways, revealing its driving factors and behavioral processes. The article expands on the application of value co-creation in the field of public healthcare. The results have important theoretical and practical significance for narrowing the public service equalization gap.

What type of client do you need? The brand value co-creation in the banking sector.

Service-dominant logic established that for the success of service industries, it is vital to acknowledge the customer as an active agent in the commercial ecosystem. To carry it out, the consumer must participate in value creation. The resource integration theory exposes the importance of recognizing the customer as an agent capable of improving the company’s competitive advantage. It is only necessary for the participants to perceive benefits to make their resources available and integrate them into the co-creation process. This study aims to find the key customer-based factors that influence the brand value co-creation (VCC) process in the banking sector, analyzing the dynamics in different customers across national cultures and idiosyncrasies. In this paper, we analyze the potential heterogeneous idiosyncrasy of customers and how it leads to becoming more engaged in the co-creation process. Quantitative research was performed in five countries, obtaining a total of 2,029 valid questionnaires where latent profile analyses and ANOVAs were performed to identify and describe the latent profiles (LPA) of consumer co-creators of brand value. Afterward, a PLS-SEM was performed to test the research model in each segment. The results show four different profiles of customer co-creators of brand value, from non-co-creators (detractors), skeptical and neutral, to customers committed to co-creating brand value with their banks. The results indicate that detractor customers lack the motivations and resources to carry out co-creation behaviors. On the other hand, creativity and connectedness were crucial for customers co-creators of value. To the authors’ understanding, no studies have used latent segmentation to find the profiles of customer co-creators of brand value.

The mechanism of value cocreation in robotic services: customer inspiration from robotic service novelty

ABSTRACT Service robots provide operational benefits to restaurants, but the mechanism through which novel robotic services optimize customer experience given appropriate robots’ dependence on human employees remains unclear. To fill this gap, this study adopts the transmission model of customer inspiration and identifies customer value cocreation processes in robotic services. Combined evidence from two online experiments and a field experiment demonstrates that robotic service novelty has a positive effect on customer cocreation intention via customer inspiration. Robotic task interdependence, which reflects the extent to which a robot relies on human employees to complete its tasks, attenuates the relationship between robotic service novelty and customer cocreation intention through decreased customer inspiration. These findings offer insights into marketing strategies for robotic services that provide enhanced customer experiences.

New development: Mitigating disvalue through a material understanding of public value co-creation

IMPACT This article introduces a strategy that can be used by managers to (co)design, (co)analyse and (co)assess processes of public value co-creation. Actions for implementation by public managers are also recommended, such as keeping a register of co-creation processes; describing the settings and the material relations among the actors taking part in co-creation; and accounting over time for the material effects of co-creation processes. Watchdogs and civil society organizations should be monitoring the effects of public value co-creation processes from a material perspective.

Value co-creation and co-destruction in the digital transformation of highly traditional companies

PurposeThe purpose of this paper is to investigate how digital transformation changes highly traditional business processes and how it impacts value co-creation and co-destruction. More specifically, the aim is to examine, using the resource interaction approach, how the friction between non-digital and digital resources affects the co-creation and co-destruction of value in a network during digital transformation. Based on this, the authors provide managerial implications on how to handle simultaneous digital and traditional business processes to co-create value during digital transformation.Design/methodology/approachA case study is conducted of a digital platform provider and of three traditional confectioneries. In this analysis, the authors looked at the business processes of highly traditional confectioneries that have introduced online services through a digital platform and are undergoing digital transformation.FindingsIn some industries, it is neither possible nor advisable to fully digitalise all business processes, and companies have to partially retain their traditional, analogue character to create value. The process of value co-creation during digital transformation is affected by friction between the digital and non-digital resources and is mitigated by specific lubricants (e.g. mutual reliance, smooth personal communication, willingness to help, attitude towards change). This results in the improvement of processes and capabilities in terms of digital development and traditional production. Friction may also lead to value co-destruction, for example, as the result of transformation from face-to-face to digital interactions.Originality/valueThe authors contribute to research on the digital transformation of highly traditional companies that need to introduce new, digital technologies and resources while continuing their traditional processes. The authors develop the concept of lubricants that mitigate the friction between resources and, therefore, facilitate value co-creation in a business network. Additionally, the authors provide managerial implications for how to handle simultaneous digital and traditional business processes during digital transformation.

The Yin and Yang Model of Value Co-Creation in the Non-Profit Sector

This study describes the process and elements presented in a value co-creation process between non-profits and donors, as well as the outcomes of this interaction. The study includes semi-structured interviews with managers and donors, as well as first-hand observation and notes from the telemarketing department of two health-related non-profits (NPOs). To represent the interaction between actors, the Yin and Yang model of value co-creation is proposed. In relation to the outcomes of this relationship, despite the elements of co-creation value that are highlighted in the literature, that is, dialog and transparency, other relevant components stood out more in this context, such as trust and reputation. This research broadens the literature in the field of NPOs, since most researches on value co-creation are centered on the private sector and focus the analysis on the end user, which in the non-profit sector of health care would be the patient. Otherwise, this research focuses on a resource integrator actor, that is, the donor. Managerial contributions and future research directions are also presented.

Linking Actor Roles with Role Readiness and Actor Engagement In An Entrepreneurial Service Context

Purpose – Service dominant logic literature suggests actor engagement (AE) as a micro-foundation of value co-creation in a service Eco-system. It is conceptualized as actor disposition (AD) and engagement properties. However, there is little knowledge with regard to the aspects that can be considered as actors’ dispositions for engagement in the value co-creation process. We draw on role theory and offer a conceptualization of actor engagement through proposing ‘actor role readiness’ (ARR) as a disposition of actors engagement at the service Eco-system micro-level. Methodology – Following a longitudinal design, we conduct interviews from 20 respondents over eight months in three phases (group interviews, post-training, post-funding). We analyze the respondents’ engagement in an entrepreneurial service context. Specifically, we look at aspects such as actor roles, value co-creation, and engagement properties. We employ thematic analysis. Findings – Results show that actor roles through actor role readiness are incorporated into the actor engagement process to co-create value. We identify five actor roles and their corresponding role readiness dimensions. Based on these we offer four propositions through which we position generic actor roles within the value co-creation process. Furthermore, we identify actor role readiness as influencing engagement properties and leading to value in context outcomes at the service Eco-system micro-level. Originality/value – We fill some gaps in literature with regard to actor engagement and value co-creation. Through incorporating generic actor role theory into the actor engagement concept, we propose how actor role readiness and engagement properties lead to value in context at the micro level.

Recognition of wastes from value co-creation in industrial services in startups

Objective of the study: This study aims to identify the wastes from the value co-creation in industrial services in the startups context. In addition, through the dynamic systems approach, to analyze the interaction among the wastes in the startups' value co-creation.Design/methodology/approach: First, we conducted a systematic literature review based on the Systematic Search Flow method (SSF) and the content analysis following Bardin (2011), then, through the dynamic systems approach, this step, we verify the interaction and behavior among these wastes in the value co-creation context.Findings: Based on the finds, we recognized six wastes from the value co-creation in startups. We evidenced that waste "Personal Characteristics" was pointed was the greatest impact on co-creation concerning other wastes.Originality: This is the first paper that recognizes and behavior evaluates the wastes from value cocreation in industrial service based on the dynamic of systems approach for the startups.Research limitations/implications: The wastes recognized were based on current literature. An empirical test can be a way to identify other wastes and evaluation these finds in the practice.Practical implications: The listed wastes can serve as a basis to guide strategies for mitigating or eliminating these losses in the value co-creation process in startups. In addition, directing players in decision-making anticipated way from different perspectives to improve collaboration among multiple companies without wastes.Social implications: Once the value cocreation process is more efficient, the societal can receive more benefits and enhance well-being, through services new or services improved offerings for society via startups.

‘Green’ practices and value co-creation: does guest culture make a difference?

In an increasingly competitive environment, many hotels have implemented sustainable practices and have actively involved the guests in the generation of unique experiences through the value co-creation process. In this sense, this paper aims at analysing the impact of ‘green’ practices and value co-creation on hotel image, guest trust, satisfaction, and loyalty, and to assess the moderating role of culture, conceived as related to guest nationality. To test the model, a quantitative method based on a sample of 611 guests from Spain and Colombia was used. Our results indicated that there are significant differences based on the guests´ nationality regarding the effects of value co-creation and image on trust, image on satisfaction, and satisfaction on loyalty. These findings will allow hotel management to have a better understanding of tourists when designing their corporate strategies.

Brand Love: Role of Online Customer Experience, Value Co-creation, and Relationship Quality.

Customer experience is a source of retailers' long-term competitive advantage. This study has examined the relationship between online customer experience and brand love through the mechanism of relationship quality in the context of online shopping in Pakistan. The moderating effect of value co-creation on the relationship of online customer experience with relationship quality and brand love has also been examined. Data were collected from a purposive sampling of 189 online customers in an online survey. Results showed that online customer experience significantly impacts customer relationship quality, which leads to brand love. The relationship between online customer experience and relationship quality is found more robust at high levels of value co-creation. However, we observed a significant negative moderating effect of value co-creation on the direct relationship between online customer experience and brand love. It suggests that including customers in the value co-creation process and affording them a pleasurable online shopping experience may be an excellent way to enhance customer relationship quality and brand love. Theoretical and practical implications of these findings are discussed.

How learner engagement impacts non-formal online learning outcomes through value co-creation: an empirical analysis

From the perspective of service science and its core concept of value co-creation, promoting learner engagement is critical for learning outcomes in a non-formal online learning environment. To promote online learning performance, we study how multidimensional learner engagement affects both instrumental and experiential learning outcomes. By incorporating the service-dominant logic perspective into the research model, we designed an online survey to investigate the impact of platform value co-creation on learners’ engagement outcomes. By employing a partial least squares-structural equation modeling (PLS-SEM), the results show that behavioral engagement, cognitive engagement, and emotional engagement have a significant impact on learning outcomes through the mediating effect of platform value, a second-order hierarchical latent variable. This study has multiple theoretical contributions and practical implications. First, we found new evidence that pursuing good learning outcomes in a non-formal online learning setting is not just a technological architecture or pedagogic guidelines, but also a “win–win” value co-creation process. Second, our results confirm the posited direct and indirect effects, thus evidencing functional value, emotional value, social value, and personalized value as components of the platform value construct, and it as a driver and mediator for better online learning outcomes. Third, our results underscore the importance of platform value in studying the impact of learner engagement on learning outcomes and provide a sharper theoretical lens to evaluate online learning platform value from the perspective of online learners.

"Say a Little but Say It Well": Assessing the Impact of Social Media Communication on Value Co-creation, Online Customer Experience, and Customer Well-Being.

The purpose of the study is to identify how both tourism service provider- and tourist-generated social media communication affect the value co-creation process and how this can affect online customer experience and customer wellbeing. A questionnaire survey was used and 361 valid responses were obtained from Malaysian citizens. The research findings showed that tourism service provider- and tourist- generated social media communication positively influence value co-creation. Similarly, value co-creation positively influences cognitive and affective experiential states and these two states positively influence customer wellbeing. Furthermore, value co-creation partially mediates the relationship between social media communication and online customer experience, whereas, online customer experiences also partially mediate the relationship between value co-creation and customer wellbeing. This study has tried to establish theoretical relationship between some significant variables and the findings would aid both academicians and practitioners in formulating strategies for future.

Co-Creating History: The Case of WORTHY as a Virtual Collaborative Museum

ABSTRACT Value co-creation unfolds as a system of interactions in which the user and service provider play an active role in collaboratively creating values that go beyond economical and financial worth. Value co-creation is a growing trend in museums; however, little is known about how it can enhance educational activities, especially concerning digital technologies. This study analyzes the role of digital technology in the value co-creation process by addressing the following research questions: (1) how can museums, and schools implement actions to enhance co-creation activities? and (2) how does digital technology contribute to the generation of a value co-creation approach, engaging a young target audience in history education? The research adopts a single case study methodology, which is based on WORld Wars Toward Heritage for Youth (WORTHY), an educational European project that involves cultural and educational institutions from Germany, Poland, Croatia, England, and Italy. WORTHY creates a virtual collaborative museum through a digital platform. The paper’s findings make clear that digital technologies play a role in value co-creation through two main experiences: learning and sharing. In the learning experience, digital co-creation is grounded in artifacts and contents, while during the sharing experience, digital technologies play a role relatively to people and content.

Understanding Destination Value Co-Creation on Social Media: An Application of Travel Blog Analysis

The sharing of travel experiences through social media platforms reflects contemporary consumer culture, but it is still a phenomenon being researched in tourism literature. In this paper, we theorize that sharing travel experience through social media may operate as a distinct social communication process, and investigate how it contributes to the co-creation of destination value. A qualitative analysis of 97 travel blogs reveals three distinct themes that have the potential for co-creating destination value: motivation, memorable travel experiences, and advice. The results indicate that tourists and destination marketers interpret destination value differently in motivation. The sharing of memorable travel experiences and advice with readers and fellow tourists improves potential tourists’ cognition and emotional connection to the destination, thereby increasing the level of tourist destination engagement. The extension of the consumer socialization framework provides a deeper understanding of the destination value co-creation process, and provides useful insights for destination promotion and management.

Sustainable Value Co-Production and Co-Creation in Virtual Reality: An Exploratory Research on Business-to-Business Interactions

The objective of this study is to identify the environment for business interactions in virtual reality in the value co-production and co-creation process and to understand how such an environment enables the sustainable development of co-creational activities. This paper takes the concepts of value co-production and co-creation and presence and the Actors, Resources, and Activities Model as conceptual references for the exploration of interactions in virtual reality. Using ten in-depth interviews with senior managers, this paper takes an exploratory case analysis perspective. Results show how the sense of presence—level of immersion to which a medium that produces seemingly accurate representations of objects, events, and people, can submerge the perceptual system of a user—is the primary technical resource enabling the performance of value co-production and co-creational activities inside VR simulations. Additionally, the VR consultants and the hiring firms become the actors, organizing the value-co-production and co-creation practices; those customers and employees are the actors performing five co-creational activities that can result in valuable outcomes for the VR consultants and the hiring firms. Virtual reality is one of the newest vehicles used for the co-production and co-creation of value, for innovating existing products, for sustainable creation of new marketing offerings, or for managing network relations. This study contributes to existent literature by showing the process and practice of value co-production and value co-creation taking place in virtual reality simulations in B2B settings.