价值共创对企业营销的影响研究——以林业企业为例

近年来,价值共创成为企业营销领域的研究热点。价值共创强调从消费者体验出发,公司利用移动互联网等技术,在与消费者互动过程中,为消费者创造良好的消费体验,从而实现价值共创,即在满足消费者需求的同时,也为企业带来收益。在网络经济下,商业环境竞争更加激烈、复杂多变,价值共创的理念为国有林区林业企业利用互联网技术发展林下经济产品提供了新的营销思路。本文首先通过文献研究提炼具有代表性的价值共创的研究维度,其次据此设计调查问卷,最后应用回归分析法对问卷数据进行定量分析,研究价值共创各维度对企业效果的影响。研究结果显示,价值共创及其各维度对林业企业的营销效果有显著的正向影响。     

Idea generation leveraged from value co-creation process enhances new service development performance

This study examines the relationship between value co-creation process, idea generation and new service development performance from the perspective of telecommunication companies. Two dimensions of idea generation tested in this framework are internal and external idea generation, and the probable relationship between these two dimensions is further investigated. The data were collected from 78 marketing managers and were statistically analyzed. The findings show that value co-creation crucially influences both external idea generation and internal idea generation, however, the new service development performance can be enhanced through internal idea generation. Nonetheless, the results show that the external idea generation is vital to influence internal idea generation. This study extends theoretical understanding of how to leverage the value co-creation process for idea generation happenings, while the practical contribution of the research is to realize that new service development performance demands internal idea generation, which is supported with external resources of idea generation.     

Cost-efficient co-creation of knowledge intensive business services

The most significant difference between industrialization-driven product marketing and digitalization-driven service marketing can be seen in the definition of value creation, and the exchange (integration) of resources. Industrialization created efficiency in scale, whereas digitalization requires customer-oriented business models and value co-creational service processes. This research follows the value co-creational and system integrational views of service-dominant logic. We have explored how relative profitability can be increased through efficient service productization. Our approach is twofold, we have explored the commercialization of co-created services (the servitization of product-service systems) and the enhancement of service production by service processes. We have created service management framework for modular service delivery where company resources be linked to cost-efficient co-creation services.     

Influencer marketing: Homophily,customer value co-creation behaviour and purchase intention

Given the rise in influencer marketing on social media, this paper explores how homophily between influencers and their audiences affects customer value co-creation behaviour, resulting in increased expected brand value and purchase intention. A sample of 910 respondents from the United States completed an online investigation. The results indicate that homophily positively influences customer value co-creation behaviour as well as positively correlates with expected brand value and purchase intention. Customer value co-creation behaviour plays a multi-mediating role. Para-social relationship moderates the relationship between homophily and customer participation behaviour. Overall, this study encourages further research on value co-creation in influencer marketing and can constitute a valuable reference for marketing practitioners and influencers.     

How do consumers co-create their experiences? An exploration in the heritage sector

Abstract

Whilst the body of work around co-creation has grown, co-creation continues to be considered from a value perspective with key questions, such as what is actually being co-created, remaining unanswered. This article moves beyond value to experiences and explores co-creation of the consumption experience. The research examines the manifestations and antecedents of co-creation of the consumption experience from a consumer angle and presents a co-creation framework. Customer critic analysis with consumers from two exemplar heritage organisations is used to investigate co-creation. The findings illuminate three facets of co-creation: co-production, engagement, and personalisation. This paper addresses a gap in Service-Dominant Logic theory, arts/heritage, and broader marketing literature by distinguishing between co-creation of value and co-creation of the consumption experience and proposing a definitive conceptualisation of the latter. The proposed model progresses the co-creation discussion to an empirical level and provides a foundation for future research.     

Value Co-Creation in Business-to-Business and Business-to-Consumer Service Relationships

Abstract

The purpose of this study is to examine the interrelationships among value co-creation, switching costs (SC), and customer share (CS) in both business-to-business (B2B) and business-to-consumer (B2C) relationships. In spite of increasing attention to value co-creation in the Service Dominant Logic, there are only a limited number of empirical studies on this concept. Furthermore, few researchers have investigated the inter-relationship among value co-creation, SC, and CS in a single framework for both B2B and B2C relationships, although many enterprises serve both types of customers. The conceptual framework is developed primarily based on relationship marketing and services marketing. This study evaluates six hypotheses, analyzing survey data from 209 enterprises and 337 individuals by structural equation modeling (SEM). Further, confirmatory factor analysis (CFA) is conducted to confirm the convergent validity and discriminant validity. In conclusion, the positive impact of execution of value co-creation (EVC) activities on SC and CS is supported with appropriate statistical evidence in both B2B and B2C relationships. Also, the causal relationship between values in relational exchanges (VRE) and CS is confirmed with adequate empirical findings for both relationships. These results suggest to marketing managers that service firms may achieve larger CS by executing value co-creation activities and providing VRE for customers.     

企业支持行为有利于顾客参与价值创造吗?——来自在线定制行业的实证分析

企业支持行为对顾客参与价值共创作用的研究主要聚焦于企业支持行为对顾客参与共创水平的影响,而对顾客参与和服务结果之间关系的作用分析较少,也忽视了在线共创情景中顾客对服务结果贡献归因的差异。本研究以归因理论为基础,探讨在线价值共创过程中企业支持行为的作用,通过322份在线定制行业的顾客问卷分析,得出结论:在线共创情景中,顾客参与通过增强体验价值来提高服务满意度;感知企业支持在顾客参与和体验价值之间有显著负向调节作用;顾客对自身参与表现的满意程度和感知企业支持在顾客参与和体验价值之间有显著的联合调节效应,即顾客对自身参与表现的满意程度弱化了感知企业支持的调节效应。     

A dynamic market conceptualization for entrepreneurial marketing: the co-creation of opportunities

The entrepreneurial marketing domain should consider opportunity co-creation as a foundational construct for advancing the discipline. This paper integrates emerging views in entrepreneurship with an evolving, service-dominant logic of marketing to develop a market conceptualization for exploring uncertainty in dynamic social and economic environments. With this market conceptualization, opportunities are continually co-created through the development and communication of value propositions, the derivation and determination of value, and the (re)formation of markets. Emerging research around the process of opportunity co-creation is used to create an initial definition and theoretical considerations.     

Deconstructing B2B,co-creation and service deployment in East Asia: evidence from Taiwan and PRC manufacturers

Academia and governments have been advocating service deployment as an upgrading strategy for manufacturers for some time now. Existing research findings show that customer co-creation may be a key to service strategy success. However, prior studies have focused on relatively resource-rich and advanced Western contexts. This research examined co-creation’s role on service deployment performance and the conditions that encourage co-creation in the manufacturing business-to-business context of Taiwan and the PRC. The results indicate that co-creation fully mediates the relationship between a firm’s service deployment and customer-perceived value. Additionally, a firm’s product-service significance, capability specificity, supply chain mode and customer-perceived environmental turbulence may significantly influence co-creation.     

“Towards a co-creation framework in the retail banking services industry: Do demographics influence?”

Although many firms profess to adopt a customer-centric approach many are yet to embrace the notion that value is not solely created within the boundaries of the firm, that it is created co-jointly with outside parties. As such, value co-creation has increasing importance in modern marketing, impulsed by Service-Dominant Logic. While co-creation is a hot-topic in the marketing literature, services marketing literature recognizes the impact of demographic characteristics in consumer behavior. However, literature analysing the effects of demographics in co-creations models is very scarce.Therefore, the aim of this paper is to examine a set of outcomes of co-creation (satisfaction, loyalty and WOM) from a customer perspective. More, this research also analyses the potential moderating effect of demographic characteristics such as gender and age in this co-creative framework.The results show that co-creation directly affects customer satisfaction, customer loyalty and WOM. Co-creation also results in increased levels of customer satisfaction, which in turn mediates the effect of co-creation on customer loyalty and positive WOM. Data also reveal different patterns of behavior depending on gender and age.This paper contributes to the understanding of co-creation from a customer viewpoint. Firms should strive to foster co-creation initiatives as this can lead to increased levels of customer satisfaction, more loyal customers and the possibility of attracting new customers through positive WOM by current customers. Customers databases must be segmented for higher levels of marketing campaigns efficiency.     

The dark side of the sharing economy: Balancing value co-creation and value co-destruction

The sharing economy disrupts the marketplace and brings both benefits and disadvantages into service ecosystems. We discuss principles of the S-D logic and transformative service research and explore the processes of value co-creation and co-destruction of well-being within the ecosystem of the accommodation sharing economy. Following a brief period of euphoria, the dark side of the sharing economy emerges, defined as the socially, environmentally, or economically undesirable effects introduced by the sharing economy. Airbnb introduced new realities for visitors, neighborhoods, the accommodation industry, and city councils, whereby some stakeholders are frequently found to maximize their own value at the expense of others. Value co-destruction prevails often due to uncontrolled and rapid expansion. We seek to promote a more balanced process, and the optimization of value co-creation, while seeking to prevent value co-destruction. Using a literature review, netnography, and a case study, we investigate co-creation and co-destruction, as expressed by different stakeholders, and focus on the socio-psychological implications in the use of sharing platforms that affect the well-being of individuals and community. A conceptual framework is proposed to manage future research addressing well-being, value co-creation and co-destruction in complex ecosystem service networks.     

物流服务供应链的研究——从供应到需求的视角转变

服务业的快速发展让研究学者开始重新认识服务,对服务概念的不同理解形成了不同的服务逻辑观。文章从结构、管理要素、价值创造、利益协调四个方面分析了传统物流服务供应链的理论架构,运用服务主导逻辑分析物流服务供应链,提出应当将物流服务供应链的研究视角从保障能力供应向满足客户需求转变,重视客户在物流服务供应链中的地位与作用。在此基础上,文章分析了需求视角下物流服务供应链中企业客户与服务提供商共同创造服务价值的价值创造机理与利益共享形成机制等问题,提出三个进一步研究的方向。     

Creating Shopper Value: Co-Creation Roles,In-Store Self-Service Technology Use,and Value Differentiation

This study examines how retailers can use self-service technologies (SST) to increase shopper satisfaction. Using a survey of 188 consumers of a new self-service kiosk launch within a convenience-store (c-store) setting, we examine how such retailers might influence shopper's perceptions of value by better involving customers in the service delivery experience. Our proposed model links classic service operations and marketing design insights to the service-dominant logic perspective of service value co-creation. We find that shoppers perceive enhanced value creation from the new SST when they feel comfortable in their roles and the surrounding service design supports those roles.     

Does Raising Value Co-creation Increase All Customers’ Happiness?

Happiness, defined as a state of well-being and contentment, is a central human goal. Despite advances in customer behavior research related to value co-creation, the link between customer happiness and these behaviors remains unclear. This study therefore examines customers’ in-role participation behavior and extra-role citizenship behavior to determine their influence on customers’ happiness. Customer participation and citizenship behaviors relate positively to customers’ perceptions of both service performance and their contributions to others’ welfare. In addition, collectivism moderates the relationship between perceived contributions to others’ welfare and happiness; individualism instead moderates the relationship between perceived service performance and happiness. These findings provide both managerial implications and directions for business marketing ethics.     

Commentary on “Working consumers: Co-creation of brand identity,consumer identity,and brand community identity”

This commentary highlights the specific role of the political marketing agent, which, in the case of the “Yes Scotland” campaign triggered multiple dynamic opportunities to create dialogues between all stakeholders, thus enhancing reciprocal value co-creation. Two processes contribute to the reciprocal identity and value co-creation: Brand Identification and Branding as Shared and Common Meanings. In the first process, the political marketing agent acts as the initiator of the physical identity; in the second process, the agent acts as a facilitator of interactions, which eventually result in a co-creation process. A discussion of how the learning objectives and marketing activities differ among the two processes concludes the commentary.     

Collaborative orientation to advance value co-creation in buyer–seller relationships

This study extends the theory of value co-creation by investigating how collaborative orientation advances value co-creation drivers that benefit both buyers and sellers in competitive markets. With direct field research, conducted in a real-life context, the authors interviewed (using a mirrored, semi-structured protocol) buyer–seller respondents at multiple levels in 1 seller and 10 buyer firms. Ten cases developed from these data reflect how buyers and sellers develop value and share resources to advance value co-creation during a formal buyer–seller relationship effort. Our findings suggest four propositions and identify four drivers that may advance value co-creation in buyer–seller relationships: (a) mutual understanding of industry problems through continuous interactions during the relationship period; (b) ability to develop and leverage knowledge and resources; (c) share asset-specific investments; and (d) shared long-term goals. This article extends previous resource-based models and provides novel insights into value co-creation.     

To Technovate or Not to Technovate? Examining the Inter-Relationship of Consumer Technology,Museum Service Quality,Museum Value,and Repurchase Intent

Increased reliance on technology has driven museums to consider the technology required to provide a creative cost effective experience. Technovation is a process of developing and innovating services using technology. This research will contribute to a better technology investment decision-making for museum managers and advance understanding of consumer value, co-creation, technology use and museums. Structural equation modelling was conducted on a survey administered to 412 museum visitors to test technology efficacy, technology acceptance, service quality, museum value and repeat intent in museums. Results indicate the significant relationships of technology self-efficacy, technology acceptance, service quality, museum value to repurchase intention. Consumers supported the role of technology and suggested that technology innovation in museum service delivery is essential. The research suggests that to ensure value co-creation, technology management must guide and support the visitor with the interaction. This is the first known paper testing this system of relationships in the museum context.     

Service-Dominant Orientation: Measurement and Impact on Performance Outcomes

A firm's ability to offer better service and to co-create valuable customer experiences is critically important to achieving competitive advantage. Service-dominant (S-D) logic, along with resource and capability perspectives, provides the underlying theoretical reasoning for the relevance of such capabilities. However, despite researchers’ recent contributions to marketing theory, empirical support for S-D logic and its implications is very limited at the strategic level. An open question, therefore, is what empirically constitutes a value co-creation capability, and what is its impact on important performance outcomes. Building on the conceptualization of an S-D orientation as a portfolio of value co-creation capabilities, this research first operationalizes and validates an S-D orientation measure through a multi-study approach across different contexts. The authors then apply the measurement instrument to an automotive retail setting to investigate the outcomes of S-D orientation in terms of both customer- and firm-related performance metrics. Results provide the first empirical demonstration of the importance of S-D capabilities, and thus S-D logic, for firms.     

Roles of ‘small- and medium-sized enterprises’ in service industry innovation: a case study on leisure agriculture service in tourism regional innovation

This study combines service-dominant logic (SDL) with industry cluster theory to analyze the evolution of leisure agriculture service in Taiwan. The result shows that cooperation among small- and medium-sized enterprises (SMEs) can increase customer willingness to participate in value co-creation. Customer-driven cooperation among SMEs drives SMEs to increase their competitiveness and thus overcome their disadvantages in resources and capabilities. Additionally, the four-stage evolution of leisure agriculture service is identified to help tourism SMEs understand their positions and suggest appropriate strategies for achieving sustainable development and it also reveals a shifting paradigm from goods-dominant logic to SDL in tourism industry.     

Motives and barriers affecting consumers’ co-creation in the physical store

ABSTRACT

The rise of e-commerce has caused a dramatic shift in consumer behaviour, putting pressure on physical stores to offer a more personalised and service-oriented offering. This paper investigates one strategy retailers might apply in this context: in-store consumer co-creation. Research has predominantly focused on online-based consumer co-creation in new product and service development. We argue that with increased focus on digitalisation and consumer experiences in physical retail, this type of co-creation will increasingly take place in-store. Following a pre-study with practitioners, our main study uses 20 scenario-based semi-structured interviews, where we identify eight consumer motives and seven barriers that underlie consumers’ willingness and reluctance to create and select new products in-store, respectively. Some motives, such as ethical, self-efficacy, and concerted are reported as barriers when reverted, due to consumers’ concerns regarding data privacy, low levels of perceived self-efficacy and assumptions that the technology might be flawed. Other motives largely overlap existing research on motives for co-creation whereas other barriers predominantly pertain to the underlying technology and the physical setting of co-creation in-store. The findings further indicate that consumers co-create differently online versus in-store. In-store seems particularly suitable for more marketing related aspects of co-creation, with a stronger emphasis on playfulness and purchase intentions. Practical implications for retailers are therefore discussed.