The Importance of Customer Engagement and Service Innovation in Value Co-Creation
The interaction of customers with businesses is a process that is critical to the running of those businesses. Different levels of customer engagement and service innovation exist when pursuing value co-creation endeavors. The important thing in this whole process is for business managers know the benefits that can be realized when these activities are pursued effectively. The purpose of this paper is to first identify the importance of value co-creation when pursued via customer engagement and service innovation. Secondly, it will also identify the conditions under which value co-destruction can occur on the same. The background of the topic will be reviewed followed by the literature review with a special focus on the definition of these terms and the research design to be used. The research found that it is beneficial to have a strong relationship between stakeholders and the business in order to have strong customer engagement and service innovation.
[1] Plé, L, & Cáceres, R, C (2010), ‘Not always co-creation: introducing interactional co-destruction of value in service-dominant logic.’ Journal of Services Marketing, 24, 6, 430-437.
[2] Brodie, R., Hollebeek, L., Juric, B. and Ilic, A. (2011),” Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research”, Journal of Service Research 2011 14:252.
[3] Bowden, J. L.-H. (2009),” the Process of Customer Engagement: A Conceptual Framework”, Journal of Marketing Theory & Practice, 17(1), 6374.
[4] Vivek, S.D., Beatty, S. E, Morgan R. M. (2012),” Consumer Engagement: Exploring Customer Relationships Beyond Purchase,” Journal of Marketing Theory and Practice, 20, pp. 122–146.
[5] Narayen, Shantanu (2007), "Shantanu Narayen Discusses Customer Engagement." www.adobe.com, Accessed 02/10/2008.
[6] Nambisan, S. (2002),” Designing Virtual Customer Environments for New Product Development: Toward a Theory”, Academy of Management Review, 27(3), 392-413. doi:10.5465/amr.2002.7389914.
[7] Erat, P., Desouza, K. C., Schäfer-Jugel, A., & Kurzawa, M. (2006),” Business Customer Communities and Knowledge Sharing: Exploratory Study of Critical Issues”, European Journal of Information Systems, 15, 511-524. http://dx.doi.org/10.1057/palgrave.ejis.3000643
[8] Joshi, A., and Sharma,S (2004), "Customer Knowledge Development: Antecedents and Impact on New Product Development," Journal of Marketing, 68 (Oct), 47-59.
[9] Von Hippel, Eric (2005), Democratizing Innovation. Cambridge, MA: MIT Press.
[10] Cheung, F. M., van de Vijver, F., & Leong, F. T. L. (2011),” Toward a new approach to the study of personality in culture”, American Psychologist, 66, 593–603. doi:10.1037/a0022389.
[11] Sedley, Richard (2006), "Customer Engagement Survey Report," Richard Sedley (Ed.). Accessed 03/14/2008 from www.econsultancy.com/publications/customer-engagement
[12] Patterson, Paul, Ting Yu and Ko de Ruyter (2006), ‘‘Understanding Customer Engagement in Services,’’ Advancing Theory, Maintaining Relevance, Proceedings of ANZMAC 2006 Conference, Brisbane, 4-6 December.
[13] Roberts, C. and Alpert, F. (2010), ‘‘Total Customer Engagement: Designing and Aligning Key Strategic Elements to Achieve Growth’’, Journal of Products and Brand Management, Vol.19, No.3, pp. 198-209.
[14] Prahalad, C. and Ramaswamy, V. (2004),” Co-creation experiences: The next practice in value creation”, Journal of Interactive Marketing, 18(3), pp.5-14.
[15] Brakus J J, Schmitt B H and Zarantonello L (2009), “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?” Journal of Marketing, Vol. 73, May, pp. 5268.
[16] Yousefian, J, Akamavi, R, Jayawardhena, C, & Khavari, L (2011), “Value Co-Creation and Value Co-Destruction in the Sport Service Sector: Is Customer Engagement Always Beneficial?” University of Hull/ University of Tehran.
[17] Lusch, R. F., Vargo, S. L., & O’Brien, M. (2007),” Competing through service: Insights from service-dominant logic”, Journal of Retailing, 83(1), 5–18.
[18] Ramaswamy, V. (2008),” Co-creating value through customers’ experiences: The Nike case”, Strategy & Leadership, 36(5), 9-14.
[19] Biedenbach, G., Bengtsson, M. and Wincent, J. (2011). “Brand equity in the professional service context: analyzing the impact of employee role behavior and customer-employee rapport”, Industrial Marketing Management, 40, 1093-1102.
[20] Toivonen, M., & Tuominen, T. (2009)”, Emergence of innovations in services”, Service Industries Journal, 29(7), 887–902.
[21] Gallouj, F. 2002, Innovation in the Service Economy: The New Wealth of Nations, Edward Elgar, Cheltenham.
[22] Lovelock C, Wirtz J. (2004). Services marketing: people, technology, strategy (5th ed.). Pearson Prentice Hall: Upper Saddle River, NJ.
[23] Spohrer, J., & Maglio, P. P. (2008),” The Emergence of Service Science: Toward Systematic Service Innovations to Accelerate Co-Creation of Value”, Production and Operations Management, 17(3), 238-246. doi:10.3401/poms.1080.0027.
[24] Maravelakis, E., N. Bilalis, A. Antoniadis, K. A. Jones and V. Moustakis, (2006),” Measuring and benchmarking the innovativeness of SMEs: A three-dimensional fuzzy logic approach”, Production Planning and Control 17(3), 283-292.
[25] Flikkema, M., Jansen, P., & Van der Sluis, L. (2007),” Identifying Neo-Schumpeterian Innovation in Service Firms: A Conceptual Essay with a Novel Classification”,Economics of Innovation and New Technology, 16 (7), 541-558.
[26] Edvardsson, B. (1997),” Quality in New Service Development: Key Concepts and a Frame of Reference”, International Journal of Production Economics, 52, 31-46.
[27] Chew, E. K. (2014) ‘Service Innovation for the Digital World’. Enterprise Modelling and Information Systems Architecture, 9(1): 70-89.
[28] Albors-Garrigos, J. (2009),” Innovation Management and New Product Development. By Paul Trott”, R&D Management, 39(2), 226-228. doi:10.1111/j.1467-9310.2009.00551_1.x.
[29] Sampson, S. E., & Froehle, C. M. (2009),” Foundations and Implications of a Proposed Unified Services Theory”, Production and Operations Management, 15(2), 329-343. doi:10.1111/j.1937-5956.2006.tb00248.x.
[30] Sampson, S. E., & Spring, M. (2012),” Customer Roles in Service Supply Chains and Opportunities for Innovation”, J Supply Chain Manag, 48(4), 30-50. doi:10.1111/j.1745-493x.2012.03282.x.
[31] Edvardsson, B., Gustafsson, A., Kristensson, P., & Witell, L. (2010),” Service Innovationservice innovation and Customer Co-development”, Handbook of Service Science, 561-577. doi:10.1007/978-1-4419-1628-0_24.
[32] Mathieu, V. (2001). “Product services: from a service supporting the product to a service supporting the client”, Journal of Business & Industrial Marketing, 16(1), 39-61. doi:10.1108/08858620110364873.
[33] Hamel G, Prahalad CK (1994),” Competing for the future”, Harvard Bus Rev 72(4):122–128.
[34] Fang, E., Palmatier, R. W., & Steenkamp, J. B. E. M. (2008),” Effect of service transition strategies on firm value”, Journal of Marketing, 72 (4), 1–14.
[35] Edvardsson, B., & Olsson, J. (1996),” Key Concepts for New Service Development”,The Service Industries Journal, 16(2), 140-164. doi:10.1080/02642069600000019.
[36] Hsu, Y (2015),” Organizational Innovation Strategies: The Value Co-Creation Strategy (VCS) Model”, The International Journal of Organizational Innovation, 8 (2).
[37] Hughes, T (2014), “Co-creation: moving towards a framework for creating innovation in the Triple Helix”, Prometheus, 3, 1-14.
[38] Straub, T.; Kohler, M.; Hottum, P.; Arrass, V.; Welter, D. (2013),” Customer Integration in Service Innovation: An Exploratory Study. “, Journal of Technology Management & Innovation, 8, (3), 25-33.
[39] Mijinyawa, M. and Abdulwahab, L. (2014),” An Extended Framework for Evaluation of Open Source Software Adoption in Small Businesses. Research J”,of Information Technology, 6(4), pp.248-269.
[40] Eichentopf, T., Kleinaltenkamp, M. and van Stiphout, J. (2011),” Modelling customer process activities in interactive value creation”, Journal of Service Management, 22(5), pp.650-663.
[41] Taylor, S. and Hunter, G. (2015). Best Buy and Showrooming: A Critical Thinking Case Exercise Based upon Service Dominant Logic and Value Co-creation. Journal of Creating Value, 1(2), pp.256-274.
[42] Seppänen, M. and Helander, N. (2014),” Creating Value through Business Models in Open Source Software”. International Journal of Open Source Software and Processes, 5(2), pp.40-54.
[43] Shanker, A. (2012),” A Customer Value Creation Framework for Businesses That Generate Revenue with Open Source Software”, Technology Innovation Management Review, 2(3): 18-22. http://timreview.ca/article/534
[44] Echeverri, S. (2011),” Co-creation and co-destruction: A practice-theory based study of interactive value formation”, Marketing Theory, 11(3), pp.351-373.
[45] Plé, L. (2016),” Studying customers’ resource integration by service employees in interactional value co-creation”, Journal of Services Marketing, 30(2), pp.152-164.
[46] Doan, M., Shirahada, K. and Kosaka, M. (2013). Service Mediator Model for Value Co-Creation Based on Service Dominant Logic. JSSM, 06(01), pp.11-19.
[47] Prebensen, N. and Foss, L. (2010)”, Coping and co-creating in tourist experiences”, International Journal of Tourism Research, 13(1), pp.54-67. Prebensen.
[48] Gronroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing Theory, 11(3), pp.279-301.
[49] Prebensen, N., Vittersø, J. and Dahl, T. (2013)”, Value Co-Creation Significance of Tourist Resources”, Annals of Tourism Research, 42, pp.240261.
[50] Sfandla, C. and Björk, P. (2012),” Tourism Experience Network: Co-creation of Experiences in Interactive Processes”, International Journal of Tourism Research, 15(5), pp.495-506.
[51] Zhang, H., Lu, Y., Wang, B. and Wu, S. (2015),” The impacts of technological environments and co-creation experiences on customer participation”, Information & Management, 52(4), pp.468-482.
[52] Wetter-Edman, K., Sangiorgi, D., Edvardsson, B., Holmlid, S., Grönroos, C. and Mattelmäki, T. (2014),” Design for Value Co-Creation: Exploring Synergies between Design for Service and Service Logic”, Service Science, 6(2), pp.106-121.
[53] Hoyer, W.D., Chandy, R., Dorotic, M., Krafft, M. and Singh, S.S., (2010),” Consumer cocreation in new product development”, Journal of Service Research, 13(3), pp.283-296.
[54] Vargo, S., Maglio, P. and Akaka, M. (2008),” On value and value co-creation: A service systems and service logic perspective”, European Management Journal, 26(3), pp.145-152.
[55] Penaloza, L. and Mish, J. (2011). The nature and processes of market co-creation in triple bottom line firms: Leveraging insights from consumer culture theory and service dominant logic. Marketing Theory, 11(1), pp.9-34.
[56] Agrawal, K. and Rahman, Z. (2015),” Roles and Resource Contributions of Customers in Value Co-creation”, International Strategic Management Review, 3(1-2), pp.144-160.
[57] Alford, J. (2015),” Co-Production, Interdependence and Publicness: Extending public service-dominant logic. Public Management Review, 18(5), pp.673-691.
[58] Jaakkola, E. and Alexander, M., (2014),” The role of customer engagement behavior in value co-creation a service system perspective”, Journal of Service Research, 17(3), pp.247-261.
[59] Chakrabarti, A., & Ramaswamy, V. (2014),” Re-thinking the concept of surplus: Embracing co-creation experiences in economics”, the BE Journal of Economic Analysis & Policy, 14(4), 1283-1297.
[60] Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T. and Tillmanns, S., (2010),” Undervalued or overvalued customers: capturing total customer engagement value”, Journal of Service Research, 13(3), pp.297-310.
[61] Yeh, H., (2013),” Customer Value Creation by Customer Knowledge Management”, Advances in Information Sciences and Service Sciences, 5(10), p.42.-53.
[62] Lefebvre, I, & Plé, Loïc (2011), “Emergence of value co-destruction in B2B context”, IÉSEG School of Management.
[63] Gronroos, C (2012),” Conceptualizing value co-creation: A journey to the 1970s and back to the future”, Journal of Marketing Management, 28, 1520-1534.
[64] Kowalkowski, C, Persson, R. O, Rondell, J. G, & Sorhammar, D (2012), “The co-creative practice of forming a value proposition”, Journal of Marketing Management, 28, 1553-1570.
[1] Plé, L, & Cáceres, R, C (2010), ‘Not always co-creation: introducing interactional co-destruction of value in service-dominant logic.’ Journal of Services Marketing, 24, 6, 430-437.
[2] Brodie, R., Hollebeek, L., Juric, B. and Ilic, A. (2011),” Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research”, Journal of Service Research 2011 14:252.
[3] Bowden, J. L.-H. (2009),” the Process of Customer Engagement: A Conceptual Framework”, Journal of Marketing Theory & Practice, 17(1), 6374.
[4] Vivek, S.D., Beatty, S. E, Morgan R. M. (2012),” Consumer Engagement: Exploring Customer Relationships Beyond Purchase,” Journal of Marketing Theory and Practice, 20, pp. 122–146.
[5] Narayen, Shantanu (2007), "Shantanu Narayen Discusses Customer Engagement." www.adobe.com, Accessed 02/10/2008.
[6] Nambisan, S. (2002),” Designing Virtual Customer Environments for New Product Development: Toward a Theory”, Academy of Management Review, 27(3), 392-413. doi:10.5465/amr.2002.7389914.
[7] Erat, P., Desouza, K. C., Schäfer-Jugel, A., & Kurzawa, M. (2006),” Business Customer Communities and Knowledge Sharing: Exploratory Study of Critical Issues”, European Journal of Information Systems, 15, 511-524. http://dx.doi.org/10.1057/palgrave.ejis.3000643
[8] Joshi, A., and Sharma,S (2004), "Customer Knowledge Development: Antecedents and Impact on New Product Development," Journal of Marketing, 68 (Oct), 47-59.
[9] Von Hippel, Eric (2005), Democratizing Innovation. Cambridge, MA: MIT Press.
[10] Cheung, F. M., van de Vijver, F., & Leong, F. T. L. (2011),” Toward a new approach to the study of personality in culture”, American Psychologist, 66, 593–603. doi:10.1037/a0022389.
[11] Sedley, Richard (2006), "Customer Engagement Survey Report," Richard Sedley (Ed.). Accessed 03/14/2008 from www.econsultancy.com/publications/customer-engagement
[12] Patterson, Paul, Ting Yu and Ko de Ruyter (2006), ‘‘Understanding Customer Engagement in Services,’’ Advancing Theory, Maintaining Relevance, Proceedings of ANZMAC 2006 Conference, Brisbane, 4-6 December.
[13] Roberts, C. and Alpert, F. (2010), ‘‘Total Customer Engagement: Designing and Aligning Key Strategic Elements to Achieve Growth’’, Journal of Products and Brand Management, Vol.19, No.3, pp. 198-209.
[14] Prahalad, C. and Ramaswamy, V. (2004),” Co-creation experiences: The next practice in value creation”, Journal of Interactive Marketing, 18(3), pp.5-14.
[15] Brakus J J, Schmitt B H and Zarantonello L (2009), “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?” Journal of Marketing, Vol. 73, May, pp. 5268.
[16] Yousefian, J, Akamavi, R, Jayawardhena, C, & Khavari, L (2011), “Value Co-Creation and Value Co-Destruction in the Sport Service Sector: Is Customer Engagement Always Beneficial?” University of Hull/ University of Tehran.
[17] Lusch, R. F., Vargo, S. L., & O’Brien, M. (2007),” Competing through service: Insights from service-dominant logic”, Journal of Retailing, 83(1), 5–18.
[18] Ramaswamy, V. (2008),” Co-creating value through customers’ experiences: The Nike case”, Strategy & Leadership, 36(5), 9-14.
[19] Biedenbach, G., Bengtsson, M. and Wincent, J. (2011). “Brand equity in the professional service context: analyzing the impact of employee role behavior and customer-employee rapport”, Industrial Marketing Management, 40, 1093-1102.
[20] Toivonen, M., & Tuominen, T. (2009)”, Emergence of innovations in services”, Service Industries Journal, 29(7), 887–902.
[21] Gallouj, F. 2002, Innovation in the Service Economy: The New Wealth of Nations, Edward Elgar, Cheltenham.
[22] Lovelock C, Wirtz J. (2004). Services marketing: people, technology, strategy (5th ed.). Pearson Prentice Hall: Upper Saddle River, NJ.
[23] Spohrer, J., & Maglio, P. P. (2008),” The Emergence of Service Science: Toward Systematic Service Innovations to Accelerate Co-Creation of Value”, Production and Operations Management, 17(3), 238-246. doi:10.3401/poms.1080.0027.
[24] Maravelakis, E., N. Bilalis, A. Antoniadis, K. A. Jones and V. Moustakis, (2006),” Measuring and benchmarking the innovativeness of SMEs: A three-dimensional fuzzy logic approach”, Production Planning and Control 17(3), 283-292.
[25] Flikkema, M., Jansen, P., & Van der Sluis, L. (2007),” Identifying Neo-Schumpeterian Innovation in Service Firms: A Conceptual Essay with a Novel Classification”,Economics of Innovation and New Technology, 16 (7), 541-558.
[26] Edvardsson, B. (1997),” Quality in New Service Development: Key Concepts and a Frame of Reference”, International Journal of Production Economics, 52, 31-46.
[27] Chew, E. K. (2014) ‘Service Innovation for the Digital World’. Enterprise Modelling and Information Systems Architecture, 9(1): 70-89.
[28] Albors-Garrigos, J. (2009),” Innovation Management and New Product Development. By Paul Trott”, R&D Management, 39(2), 226-228. doi:10.1111/j.1467-9310.2009.00551_1.x.
[29] Sampson, S. E., & Froehle, C. M. (2009),” Foundations and Implications of a Proposed Unified Services Theory”, Production and Operations Management, 15(2), 329-343. doi:10.1111/j.1937-5956.2006.tb00248.x.
[30] Sampson, S. E., & Spring, M. (2012),” Customer Roles in Service Supply Chains and Opportunities for Innovation”, J Supply Chain Manag, 48(4), 30-50. doi:10.1111/j.1745-493x.2012.03282.x.
[31] Edvardsson, B., Gustafsson, A., Kristensson, P., & Witell, L. (2010),” Service Innovationservice innovation and Customer Co-development”, Handbook of Service Science, 561-577. doi:10.1007/978-1-4419-1628-0_24.
[32] Mathieu, V. (2001). “Product services: from a service supporting the product to a service supporting the client”, Journal of Business & Industrial Marketing, 16(1), 39-61. doi:10.1108/08858620110364873.
[33] Hamel G, Prahalad CK (1994),” Competing for the future”, Harvard Bus Rev 72(4):122–128.
[34] Fang, E., Palmatier, R. W., & Steenkamp, J. B. E. M. (2008),” Effect of service transition strategies on firm value”, Journal of Marketing, 72 (4), 1–14.
[35] Edvardsson, B., & Olsson, J. (1996),” Key Concepts for New Service Development”,The Service Industries Journal, 16(2), 140-164. doi:10.1080/02642069600000019.
[36] Hsu, Y (2015),” Organizational Innovation Strategies: The Value Co-Creation Strategy (VCS) Model”, The International Journal of Organizational Innovation, 8 (2).
[37] Hughes, T (2014), “Co-creation: moving towards a framework for creating innovation in the Triple Helix”, Prometheus, 3, 1-14.
[38] Straub, T.; Kohler, M.; Hottum, P.; Arrass, V.; Welter, D. (2013),” Customer Integration in Service Innovation: An Exploratory Study. “, Journal of Technology Management & Innovation, 8, (3), 25-33.
[39] Mijinyawa, M. and Abdulwahab, L. (2014),” An Extended Framework for Evaluation of Open Source Software Adoption in Small Businesses. Research J”,of Information Technology, 6(4), pp.248-269.
[40] Eichentopf, T., Kleinaltenkamp, M. and van Stiphout, J. (2011),” Modelling customer process activities in interactive value creation”, Journal of Service Management, 22(5), pp.650-663.
[41] Taylor, S. and Hunter, G. (2015). Best Buy and Showrooming: A Critical Thinking Case Exercise Based upon Service Dominant Logic and Value Co-creation. Journal of Creating Value, 1(2), pp.256-274.
[42] Seppänen, M. and Helander, N. (2014),” Creating Value through Business Models in Open Source Software”. International Journal of Open Source Software and Processes, 5(2), pp.40-54.
[43] Shanker, A. (2012),” A Customer Value Creation Framework for Businesses That Generate Revenue with Open Source Software”, Technology Innovation Management Review, 2(3): 18-22. http://timreview.ca/article/534
[44] Echeverri, S. (2011),” Co-creation and co-destruction: A practice-theory based study of interactive value formation”, Marketing Theory, 11(3), pp.351-373.
[45] Plé, L. (2016),” Studying customers’ resource integration by service employees in interactional value co-creation”, Journal of Services Marketing, 30(2), pp.152-164.
[46] Doan, M., Shirahada, K. and Kosaka, M. (2013). Service Mediator Model for Value Co-Creation Based on Service Dominant Logic. JSSM, 06(01), pp.11-19.
[47] Prebensen, N. and Foss, L. (2010)”, Coping and co-creating in tourist experiences”, International Journal of Tourism Research, 13(1), pp.54-67. Prebensen.
[48] Gronroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing Theory, 11(3), pp.279-301.
[49] Prebensen, N., Vittersø, J. and Dahl, T. (2013)”, Value Co-Creation Significance of Tourist Resources”, Annals of Tourism Research, 42, pp.240261.
[50] Sfandla, C. and Björk, P. (2012),” Tourism Experience Network: Co-creation of Experiences in Interactive Processes”, International Journal of Tourism Research, 15(5), pp.495-506.
[51] Zhang, H., Lu, Y., Wang, B. and Wu, S. (2015),” The impacts of technological environments and co-creation experiences on customer participation”, Information & Management, 52(4), pp.468-482.
[52] Wetter-Edman, K., Sangiorgi, D., Edvardsson, B., Holmlid, S., Grönroos, C. and Mattelmäki, T. (2014),” Design for Value Co-Creation: Exploring Synergies between Design for Service and Service Logic”, Service Science, 6(2), pp.106-121.
[53] Hoyer, W.D., Chandy, R., Dorotic, M., Krafft, M. and Singh, S.S., (2010),” Consumer cocreation in new product development”, Journal of Service Research, 13(3), pp.283-296.
[54] Vargo, S., Maglio, P. and Akaka, M. (2008),” On value and value co-creation: A service systems and service logic perspective”, European Management Journal, 26(3), pp.145-152.
[55] Penaloza, L. and Mish, J. (2011). The nature and processes of market co-creation in triple bottom line firms: Leveraging insights from consumer culture theory and service dominant logic. Marketing Theory, 11(1), pp.9-34.
[56] Agrawal, K. and Rahman, Z. (2015),” Roles and Resource Contributions of Customers in Value Co-creation”, International Strategic Management Review, 3(1-2), pp.144-160.
[57] Alford, J. (2015),” Co-Production, Interdependence and Publicness: Extending public service-dominant logic. Public Management Review, 18(5), pp.673-691.
[58] Jaakkola, E. and Alexander, M., (2014),” The role of customer engagement behavior in value co-creation a service system perspective”, Journal of Service Research, 17(3), pp.247-261.
[59] Chakrabarti, A., & Ramaswamy, V. (2014),” Re-thinking the concept of surplus: Embracing co-creation experiences in economics”, the BE Journal of Economic Analysis & Policy, 14(4), 1283-1297.
[60] Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T. and Tillmanns, S., (2010),” Undervalued or overvalued customers: capturing total customer engagement value”, Journal of Service Research, 13(3), pp.297-310.
[61] Yeh, H., (2013),” Customer Value Creation by Customer Knowledge Management”, Advances in Information Sciences and Service Sciences, 5(10), p.42.-53.
[62] Lefebvre, I, & Plé, Loïc (2011), “Emergence of value co-destruction in B2B context”, IÉSEG School of Management.
[63] Gronroos, C (2012),” Conceptualizing value co-creation: A journey to the 1970s and back to the future”, Journal of Marketing Management, 28, 1520-1534.
[64] Kowalkowski, C, Persson, R. O, Rondell, J. G, & Sorhammar, D (2012), “The co-creative practice of forming a value proposition”, Journal of Marketing Management, 28, 1553-1570.
@article{"International Journal of Business, Human and Social Sciences:75172", author = "Soheila Raeisi and Meng Lingjie", title = "The Importance of Customer Engagement and Service Innovation in Value Co-Creation", abstract = "The interaction of customers with businesses is a process that is critical to the running of those businesses. Different levels of customer engagement and service innovation exist when pursuing value co-creation endeavors. The important thing in this whole process is for business managers know the benefits that can be realized when these activities are pursued effectively. The purpose of this paper is to first identify the importance of value co-creation when pursued via customer engagement and service innovation. Secondly, it will also identify the conditions under which value co-destruction can occur on the same. The background of the topic will be reviewed followed by the literature review with a special focus on the definition of these terms and the research design to be used. The research found that it is beneficial to have a strong relationship between stakeholders and the business in order to have strong customer engagement and service innovation.
", keywords = "Customer engagement, service innovation, value co-creation, value co-destruction.", volume = "11", number = "4", pages = "822-6", }
