Abstract
The study shows that as communities became more involved in improving the stations there were affective and conative benefits received directly by the community and firm but also indirectly by other passengers who had little or no involvement. The potential for value co-creation to have wider, indirect benefits should be explored further in contexts where communities of users exists, either in collaboration with the firm or as a stand-alone community The study suggests that firms can benefit by ceding control to customers and other actors through the provision of access to their facilities and that this can benefit a range of stakeholders. Current research on cocreation often focuses on highly customized, high contact and high credence professional services. The study shows how co-creation within lower contact and standardised service setting not only benefits actors directly involved but can also have a ripple effect outside of the firm-customer dyad.
| Original language | English |
|---|---|
| Number of pages | 1 |
| Publication status | Published - 7 Jun 2012 |
| Event | AMA: Servsig - Helsinki, Finland Duration: 6 Jun 2012 → 9 Jun 2012 |
Conference
| Conference | AMA: Servsig |
|---|---|
| Country | Finland |
| City | Helsinki |
| Period | 6/06/12 → 9/06/12 |
Fingerprint
Keywords
- cocreation
- low contact settings
- marketing
Cite this
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Cocreation: exploring the indirect effects in low-contact settings. / Alexander, Matthew.
2012. Abstract from AMA: Servsig, Helsinki, Finland.Research output: Contribution to conference › Abstract
TY - CONF
T1 - Cocreation: exploring the indirect effects in low-contact settings
AU - Alexander, Matthew
PY - 2012/6/7
Y1 - 2012/6/7
N2 - The paper measures the extent to which co-creation activity between a firm and small community groups can positively but indirectly affect other customers in low contact settings. A theoretical framework encompassing elements of service dominant logic and generalized exchange theory was used within a mixed-methods study. A case study is followed by a multi-level study using hierarchical linear modelling to investigate a public transport company who invite communities to take ownership of their local railway stations. The study measures the extent to which community ownership provides benefits to other rail passengers.The study shows that as communities became more involved in improving the stations there were affective and conative benefits received directly by the community and firm but also indirectly by other passengers who had little or no involvement. The potential for value co-creation to have wider, indirect benefits should be explored further in contexts where communities of users exists, either in collaboration with the firm or as a stand-alone community The study suggests that firms can benefit by ceding control to customers and other actors through the provision of access to their facilities and that this can benefit a range of stakeholders. Current research on cocreation often focuses on highly customized, high contact and high credence professional services. The study shows how co-creation within lower contact and standardised service setting not only benefits actors directly involved but can also have a ripple effect outside of the firm-customer dyad.
AB - The paper measures the extent to which co-creation activity between a firm and small community groups can positively but indirectly affect other customers in low contact settings. A theoretical framework encompassing elements of service dominant logic and generalized exchange theory was used within a mixed-methods study. A case study is followed by a multi-level study using hierarchical linear modelling to investigate a public transport company who invite communities to take ownership of their local railway stations. The study measures the extent to which community ownership provides benefits to other rail passengers.The study shows that as communities became more involved in improving the stations there were affective and conative benefits received directly by the community and firm but also indirectly by other passengers who had little or no involvement. The potential for value co-creation to have wider, indirect benefits should be explored further in contexts where communities of users exists, either in collaboration with the firm or as a stand-alone community The study suggests that firms can benefit by ceding control to customers and other actors through the provision of access to their facilities and that this can benefit a range of stakeholders. Current research on cocreation often focuses on highly customized, high contact and high credence professional services. The study shows how co-creation within lower contact and standardised service setting not only benefits actors directly involved but can also have a ripple effect outside of the firm-customer dyad.
KW - cocreation
KW - low contact settings
KW - marketing
M3 - Abstract
ER -