Driving users' behaviours and engagement in co-creating services. Issue 4 (2nd May 2020)

• Record Type: Journal Article
• Authors: Oertzen, Anna-Sophie; Odekerken-Schröder, Gaby; Mager, Birgit
• Is Part Of: Journal of services marketing. Volume 34:Issue 4(2020)
• Page Start: 549
• Page End: 573
• Publication Date: 2020-05-02
• Subjects: Co-creation -- Co-creation of services -- Co-creation behaviours -- Personality traits -- Demographics -- Engagement -- PLS-SEM -- Personas -- Critical incident technique -- Affinity mapping technique -- Projective technique; Service industries -- Periodicals; Customer services -- Periodicals; 658.802
• DOI: 10.1108/JSM-06-2019-0244
• Languages: English
• ISSNs: 0887-6045

Abstract

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.