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Value co-creation behaviour - role of embeddedness and outcome considerations
Laud, G and Karpen, I, Value co-creation behaviour - role of embeddedness and outcome considerations, Journal of Service Theory and Practice, 27, (4) pp. 778-807. ISSN 2055-6225 (2017) [Refereed Article]
Copyright 2017 Emerald Publishing Limited
Design/methodology/approach – We empirically investigate a conceptual model by converging three contemporary concepts of co-creation research – embeddedness, VCB and value-in-context – and examining the interdependencies between them. Data were collected in an online forum of a leading international weight-management firm.
Findings – Results suggest that customers’ embeddedness is a key antecedent of customers’ VCB in a service system. The three embeddedness dimensions – structural, relational and cultural – have a differential impact on customers’ VCB. Furthermore, findings illustrate that customers’ VCB has a significant impact on their object-oriented, self-oriented and brand-oriented social value-in-context outcomes.
Research limitations/implications – This study contributes by empirically investigating and validating antecedents and consequences of VCB in a service system. In doing so, the study highlights the significance of the nature of customer’s social constellations to develop contexts where value outcomes are actualised. Understanding the factors that shape VCB offers insights for firms to recognise how and where value propositions can be deployed that drives on-going co-creation processes.
Originality/value – This study is the first empirical research to offer insights into important pre-conditions and subsequent outcomes concurrently to illustrate how customers’ VCB can be managed and nurtured for sustainable value co-creation processes within service systems. This research further advances mid-range theorizing and microfoundational perspectives in marketing.
|Item Type:||Refereed Article|
|Keywords:||co-creation, s-d logic, value-in-context, embeddedness, value co-creation behaviour|
|Research Division:||Commerce, Management, Tourism and Services|
|Research Field:||Marketing management (incl. strategy and customer relations)|
|Objective Division:||Expanding Knowledge|
|Objective Group:||Expanding knowledge|
|Objective Field:||Expanding knowledge in commerce, management, tourism and services|
|UTAS Author:||Laud, G (Dr Gauri Laud)|
|Web of Science® Times Cited:||34|
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