Cocreation: exploring the indirect effects in low-contact settings

Research output: Contribution to conferenceAbstract

Abstract

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.
Original languageEnglish
Number of pages1
Publication statusPublished - 7 Jun 2012
EventAMA: Servsig - Helsinki, Finland
Duration: 6 Jun 20129 Jun 2012

Conference

ConferenceAMA: Servsig
CountryFinland
CityHelsinki
Period6/06/129/06/12

Fingerprint

Indirect effects
Co-creation
Ownership
Service-dominant logic
Encompassing
Rail
Value co-creation
Public transport
Exchange theory
Hierarchical linear modeling
Mixed methods
Railway
Dyads
Stakeholders
Ripple effect
Theoretical framework
Professional services

Keywords

  • cocreation
  • low contact settings
  • marketing

Cite this

Alexander, M. (2012). Cocreation: exploring the indirect effects in low-contact settings. Abstract from AMA: Servsig, Helsinki, Finland.
Alexander, Matthew. / Cocreation: exploring the indirect effects in low-contact settings. Abstract from AMA: Servsig, Helsinki, Finland.1 p.
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Alexander, M 2012, 'Cocreation: exploring the indirect effects in low-contact settings' AMA: Servsig, Helsinki, Finland, 6/06/12 - 9/06/12, .

Cocreation: exploring the indirect effects in low-contact settings. / Alexander, Matthew.

2012. Abstract from AMA: Servsig, Helsinki, Finland.

Research output: Contribution to conferenceAbstract

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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

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Alexander M. Cocreation: exploring the indirect effects in low-contact settings. 2012. Abstract from AMA: Servsig, Helsinki, Finland.