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Antecedents and consequences of co-creation in credence-based service contexts

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  • Berna Tari Kasnakoglu

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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  • Berna Tari Kasnakoglu, 2016. "Antecedents and consequences of co-creation in credence-based service contexts," The Service Industries Journal, Taylor & Francis Journals, vol. 36(1-2), pages 1-20, January.
    • Handle: RePEc:taf:servic:v:36:y:2016:i:1-2:p:1-20
    DOI: 10.1080/02642069.2016.1138472
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    Cited by:

    1. Maria Francesca Renzi & Veronica Ungaro & Laura Di Pietro & Roberta Guglielmetti Mugion & Maria Giovina Pasca, 2022. "Agenda 2030 and COVID-19: A Young Consumer’s Perception of Sustainable Consumption," Sustainability, MDPI, vol. 14(23), pages 1-20, November.
    2. Akareem, Husain Salilul & Ferdous, Ahmed Shahriar & Todd, Mikala, 2021. "Impact of patient portal behavioral engagement on subsistence consumers' wellbeing," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 501-517.
    3. Hussain, Ali & Abid, Muhammad Farrukh & Shamim, Amjad & Ting, Ding Hooi & Toha, Md Abu, 2023. "Videogames-as-a-service: How does in-game value co-creation enhance premium gaming co-creation experience for players?," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    4. Sharma, Vivek & Bhat, Dada Ab Rouf, 2020. "Co-creation and service innovation as performance indicators in the hospitality industry," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 12(2), pages 76-95..
    5. Carissa Tibia Walidayni & Dina Dellyana & Evy Rachmawati Chaldun, 2023. "Towards SDGs 4 and 8: How Value Co-Creation Affecting Entrepreneurship Education’s Quality and Students’ Entrepreneurial Intention," Sustainability, MDPI, vol. 15(5), pages 1-22, March.
    6. Nigel Burnell & Irina Cojuharenco & Zahra Murad, 2020. "He Taught, She Taught: The effect of teaching style, academic credentials, bias awareness and academic discipline on gender bias in teaching evaluations," Working Papers in Economics & Finance 2020-05, University of Portsmouth, Portsmouth Business School, Economics and Finance Subject Group.
    7. Furrer, Olivier & Sudharshan, Devanathan & Tsiotsou, Rodoula H. & Liu, Ben S., 2016. "A framework for innovative service design," FSES Working Papers 476, Faculty of Economics and Social Sciences, University of Freiburg/Fribourg Switzerland.

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