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Title: To Participate or Not Participate. Exploring the Perceived Value of Co-production
Authors: MERKEN, Anne 
Issue Date: 2013
Source: Proceedings of the 2013 EMAC Conference, p. 394-394
Abstract: Self check-outs, self-scanning, online ticket buying, designing your own shoes and dresses. Since co-production is seen as a source of competitive advantage, firms are more and more trying to involve the customer in their production process. But why are customers willing to co-produce? What is in it for them? Building on the notion of customer value, customers only co-produce when the benefits outweigh the costs. To elicit the co-production costs and benefits we conducted in-depth interviews. Second, we developed a conceptual model that links the various co-production value elements to higher order customer evaluative judgments.
Keywords: co-production; customer value; co-creation; service-dominant logic
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Category: C1
Type: Proceedings Paper
Appears in Collections:Research publications

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