Driving users' behaviours and engagement in co-creating services

Anna-Sophie Oertzen*, Gaby Odekerken-Schroder, Birgit Mager

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

9 Citations (Web of Science)

Abstract

Purpose

This paper investigates factors that determine users' behaviours during services co-creation, as well as those that influence their engagement in such efforts.

Design/methodology/approach

Study 1 relies on partial least squares structural equation modelling and between-subjects, scenario-based experiments with 633 participants to examine users' co-creation behaviours. Study 2 uses interactive research workshops with 38 design professionals to analyse the drivers and inhibitors of users' co-creation engagement and the likelihood of different user types to engage in it.

Findings

Dispositional and demographic factors can predict users' behaviours during services co-creation. A proposed framework details drivers and inhibitors of users' engagement in co-creation, and a typology predicts the likelihood of different users to engage in co-creation, based on their traits and demographics. This likelihood to co-create, according to traits, then can be predicted according to elemental, compound and situational traits.

Practical implications

Service providers and service designers can use these findings to design better co-creation activities for various users, build a conducive working environment and select suitable participants for co-creation activities.

Originality/value

The current study addresses the dearth of research pertaining to how to encourage users to co-create services and drive their engagement in such efforts.

Original languageEnglish
Pages (from-to)549-573
Number of pages25
JournalJournal of Services Marketing
Volume34
Issue number4
DOIs
Publication statusPublished - 15 Aug 2020

Keywords

  • Co-creation
  • Co-creation of services
  • Co-creation behaviours
  • Personality traits
  • Demographics
  • Engagement
  • PLS-SEM
  • Personas
  • Critical incident technique
  • Affinity mapping technique
  • Projective technique
  • CUSTOMER PARTICIPATION
  • SELF-SERVICE
  • SCALE DEVELOPMENT
  • BRAND VALUE
  • LEAD USERS
  • PERSONALITY
  • SATISFACTION
  • TECHNOLOGY
  • INNOVATION
  • FRAMEWORK

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