Co-creating services—conceptual clarification, forms and outcomes. (26th July 2018)

• Record Type: Journal Article
• Authors: Oertzen, Anna-Sophie; Odekerken-Schröder, Gaby; Brax, Saara A.; Mager, Birgit
• Is Part Of: Journal of service management. Volume 29:Number 4(2018)
• Page Start: 641
• Page End: 679
• Publication Date: 2018-07-26
• Subjects: Service co-creation -- Engagement -- Participation -- Co-production -- Co-design -- Involvement; Service industries -- Management -- Periodicals; 658.005
• DOI: 10.1108/JOSM-03-2017-0067
• Languages: English
• ISSNs: 1757-5818

Abstract

Abstract : Purpose: The purpose of this paper is to assess, clarify and consolidate the terminology around the co-creation of services, establish its forms and identify its outcomes, to resolve the conceptual pluralism in service co-creation literature. Design/methodology/approach: A focused literature review screened the articles published in five major service research journals to determine relevant contributions on the concept of co-creation of services. Then, a thematic analysis identifies the forms, themes and outcomes of co-creating services in the set of 80 qualifying articles. Findings: The study reduces conceptual pluralism by establishing different forms of co-creating services and developing an explicit definition of co-creation in services. The authors develop an integrative framework that recognizes involvement, engagement and participation as prerequisites for co-creation. Relating to the different phases of the service process, the specific co-creation forms of co-ideation, co-valuation, co-design, co-testing and co-launching are classified as regenerative co-creation, while the specific co-creation forms of co-production and co-consumption are recognized as operative co-creation. Both beneficial and counterproductive outcomes of co-creation are identified and arranged into a typology. Research limitations/implications: The integrative framework illustrates that service providers and customers are involved, engaged and participate in co-creating services, which manifests in specific forms of co-creation; they attain beneficial and counterproductive outcomes (personal, social, hedonic, cognitive, economic and pragmatic); and are influenced by a contextual multi-actor network. Practical implications: Co-creation in services is actionable; the typology of outcomes suggests service managers ways to motivate customers and employees to participate in co-creating services. Originality/value: This paper defines and establishes the conceptual forms of co-creating services and the identified outcomes, and develops an integrative framework of co-creation in services.