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.
Abstract: Social media has changed the ways we communicate, collaborate and connect with each other. It has also influenced our habits of consuming sports. Social media has allowed direct interaction between sponsoring companies, athletes/players and fans. Drawing on the service dominant logic of value co-creation, the conceptual paper identifies three operant resources which are beneficial for value co-creation: i) social identity and sense of community, ii) congruence and brand personality, and iii) participatory culture and fan activation. The paper contributes to the theoretical discussion on how social can be media used for value co-creation purposes in the sports industry.
Abstract: Improving added value and productivity of services entails improving both value-in-exchange and value-in-use. Value-in-use is realized by value co-creation, where providers and receivers create value together. In higher education services, value-in-use comes from learners achieving learning outcomes (e.g., knowledge and skills) that are consistent with their learning goals. To enhance the learning outcomes of a learner, it is necessary to enhance and utilize the abilities of the teacher along with the abilities of the learner. To do this, however, the learner and the teacher need to build a consensus about their respective roles. Teachers need to provide effective learning content; learners need to choose the appropriate learning strategies by using the learning content through consensus building. This makes consensus building an important factor in value co-creation. However, methods to build a consensus about their respective roles may not be clearly established, making such consensus difficult. In this paper, we propose some strategies for consensus building between a teacher and a learner in value co-creation. We focus on a teacher and learner co-design and propose an analysis method to clarify a collaborative design process to realize value co-creation. We then analyze some counseling data obtained from a university class. This counseling aimed to build a consensus for value-in-use, learning outcomes, and learning strategies between the teacher and the learner.
Abstract: For the shrimp companies to remain relevant to its local
and international consumers, they must offer new shrimp product and
services. It must work actively not just to create value for the consumer,
but to involve the consumer in co-creating value for shrimp product
innovation in the market. In this theoretical work, we conceptualize the
business concept of value co-creation in the context of shrimp products,
and propose a framework of value co-creation for shrimp product
innovation in shrimp industries. With guidance on value co-creation in
in shrimp industry, and shrimp value chain actors mapped to the
co-creation cycle, companies can use the framework to offer new
shrimp product to consumer communities. Although customer
co-creation is known approach in the world, it is not commonly used
by the companies in Bangladesh. This paper makes an original
contribution by conceptualizing co-creation and set the examples of
best co-creation practices in food sector. The results of the study
provide management with guidelines for successful co-creation
projects with an innovation- and market-oriented approach. The
framework also provides a basis for further research in this area.
Abstract: The value co-creation has gained much attention in
sales research, but less is known about how salespeople and
customers interact in the authentic business to business (B2B) sales
meetings. The study presented in this paper empirically contributes to
existing research by presenting authentic B2B sales meetings that
were video recorded and analyzed using observation and qualitative
content analysis methods. This paper aims to study key elements of
successful sales interactions between salespeople and customers/
buyers. This study points out that salespeople are selling value rather
than the products or services themselves, which are only enablers in
realizing business benefits. Therefore, our findings suggest that
promoting and easing open discourse is an essential part of a
successful sales encounter. A better understanding of how
salespeople and customers successfully interact would help
salespeople to develop their interpersonal sales skills.
Abstract: Electronic market place plays an important
intermediary role for connecting dealers and retail customers. The
main aim of this paper is to design a value co-creation model in
used-car auctions. More specifically, the study has been designed in
order to describe the process of value co-creation in used-car auctions,
to explore the co-created values in used-car auctions, and finally
conclude the paper indicating the future research directions. Our
analysis shows that economic values as well as non-economic values
are co-created in used-car auctions. In addition, this paper contributes
to the academic society broadening the view of value co-creation in
service science.
Abstract: Creative tourism is an ongoing development in many countries as an attempt to moving away from serial reproduction of culture and reviving the culture. Despite, in the destinations with diverse and potential cultural resources, creating new tourism services can be vague. This paper presents how tourism experiences are modularized and consolidated in order to form new creative tourism service offerings in evanescent cultural communities of Bangkok, Thailand. The benefits from data mining in accommodating value co-creation are discussed, and implication of experience modularization to national creative tourism policy is addressed.
Abstract: The purpose of this paper is to examine co-creation of non-economic values in Islamic banking services and their significance for service science by comparing Islamic and conventional banking services. Although many scholars have discussed co-creation of values in services, most of them have focused on only economic values.
Following Sharia (Islamic principles that are based on Qur’an and Sunnah) traditions, Islamic banking is more concerned with such non-economic values as well-being, partnership, fairness, trust, and justice, than such economic values as money in terms of interest. Therefore, it may be more sustainable and suitable for today’s unpredictable socio-economic environments.
We also argue that Islamic banking is essentially a value co-creation business model that fits better with the so-called Service-Dominant Logic (SDL) than conventional banking. This paper explores a new frontier of value co-creation in services, thereby contributing to further development of service science.