The Impact of Customer Resource Contribution on Value Cocreation

The value co-creation process is a critical step in the value creation process. The present study attempts to identify the main barriers to customer resource contribution in value cocreation in Indian service industries and study their interrelationships and interdependence. A systematic literature review, followed by expert opinion from the Indian service industry, was done to identify and define the barriers. A total of 26 barriers were identified from the literature and established through expert judgement, for their applicability in India service industries. The findings of the study contribute to the advancement of the literature, especially for the service organizations, which strive to deploy value cocreated-based strategies for achieving competitive advantage. The framework proposed can help managers recognize the importance of the key roles played by the organization leadership, organizational processes, employee and the customer.