When engagement leads to intensity

an exploratory study on the nature of cocreation intensity

Matthew Alexander, Nancy Wunderlich

Research output: Contribution to conferencePaper

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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

Fingerprint

Co-creation
Exploratory study
Research priorities
Marketing
Service encounter
Interaction
Services marketing
Resources

Keywords

  • engagement
  • cocreation

Cite this

Alexander, M., & Wunderlich, N. (2016). When engagement leads to intensity: an exploratory study on the nature of cocreation intensity. 1-8. Paper presented at AMA Servsig 2016, Maastricht, Netherlands.
Alexander, Matthew ; Wunderlich, Nancy. / When engagement leads to intensity : an exploratory study on the nature of cocreation intensity. Paper presented at AMA Servsig 2016, Maastricht, Netherlands.8 p.
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Alexander, M & Wunderlich, N 2016, 'When engagement leads to intensity: an exploratory study on the nature of cocreation intensity' Paper presented at AMA Servsig 2016, Maastricht, Netherlands, 17/06/16 - 19/06/16, pp. 1-8.

When engagement leads to intensity : an exploratory study on the nature of cocreation intensity. / Alexander, Matthew; Wunderlich, Nancy.

2016. 1-8 Paper presented at AMA Servsig 2016, Maastricht, Netherlands.

Research output: Contribution to conferencePaper

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Alexander M, Wunderlich N. When engagement leads to intensity: an exploratory study on the nature of cocreation intensity. 2016. Paper presented at AMA Servsig 2016, Maastricht, Netherlands.