Antecedents and consequences of co-creation in credence-based service contexts |
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Authors: | Berna Tari Kasnakoglu |
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Affiliation: | Department of Business Administration, TOBB University of Economics and Technology, Ankara, Turkey |
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Abstract: | The present study proposes that co-creation is a dialogical process which involves a high level of participation by both partners, and attempts to test a co-creation model, where partners engage in a service interaction using their operant resources. Results from 65 exploratory interviews and 502 scenario-based experiments demonstrate that operant resources lead to higher levels of participation; however, participation by one partner does not lead to co-creation unless the other partner is also participating, indicating the constructive effects of a mutually contributing relationship. Results also imply that co-creation is a highly contextual and interactive phenomenon, thus the dimensions and the effects of mutual participation should be interpreted by investigating specific service contexts. Positive outcomes significantly increase with co-creation; however, well-being seems to be a concept intertwined within the dyadic service relationship rather than a remote state of the consumer. |
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Keywords: | Co-creation well-being health care higher education transformative service research |
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