When engagement leads to intensity: an exploratory study on the nature of cocreation intensity

Matthew Alexander, Nancy Wunderlich

Research output: Contribution to conferencePaper

78 Downloads (Pure)

Abstract

Services marketing has long recognized the important role played by the consumer within the service encounter as an active participant and collaborator (Schneider & Bowen, 1995). In today’s rapidly developing markets the boundaries between the firm and consumer are increasingly blurred and closer, in-depth interactions make consumers an important resource of the firm (Chan et al., 2010; Ritzer & Jurgenson, 2010). This evolving perspective on the exchange process and consumer role therein, is generally understood as cocreation, whose importance is underpinned by its status as a research priority for the Science of Service (Ostrom et al., 2010; 2015) and the Marketing Science Institute (MSI).
Original languageEnglish
Pages1-8
Number of pages8
Publication statusPublished - 2016
EventAMA Servsig 2016 - Maastricht University, Maastricht, Netherlands
Duration: 17 Jun 201619 Jun 2016
http://www.servsig2016.com/

Conference

ConferenceAMA Servsig 2016
CountryNetherlands
CityMaastricht
Period17/06/1619/06/16
Internet address

Keywords

  • engagement
  • cocreation

Fingerprint Dive into the research topics of 'When engagement leads to intensity: an exploratory study on the nature of cocreation intensity'. Together they form a unique fingerprint.

Cite this