Purpose – The purpose of this paper is to identify antecedents and consequences of customers’ value co-creationbehaviour(VCB). VCB as a means to facilitate value realisation processes is gaining importance in service research and practice. Encouraging such enactments can be challenging, but can also offer competitive advantages.

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 Group:	Marketing
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)
ID Code:	116001
Year Published:	2017
Web of Science® Times Cited:	34
Deposited By:	TSBE
Deposited On:	2017-04-27
Last Modified:	2019-09-27
Downloads:	0