Top

Service Business

Published in:

14-12-2018 | Empirical article

Motivation triggers for customer participation in value co-creation

Authors: Freida C. Palma, Silvana Trimi, Soon-Goo Hong

Published in: Service Business | Issue 3/2019

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

Innovative new ideas are no longer bound by internal R&D efforts of the organisation. Many successful innovation ideas stem from external sources, especially engaged customers. This study investigates motivation triggers for customer participation in co-creation of value with the firm by using a dual-research approach: grounded theory to explore the factors that motivate customers to participate in value co-creation, and a survey to identify the primary triggers of customer value co-creation. Six primary triggers identified were affiliation, expertise, expression and experience, recognition, community and tangible reward. The results contribute to the literature on co-creation as well as to practicing managers for formulating effective customer engagement.

previous article Balancing in-house and outsourced logistics services: effects on supply chain agility and firm performance

next article How to boost frontline employee service recovery performance: the role of cultural intelligence

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Atkinson JW, Walker EL (1956) The affiliation motive and perceptual sensitivity to faces. J Abnorm Soc Psychol 53(1):38–41CrossRef

Bandura A (1989) Human agency in social cognitive theory. Am Psychol 44(9):1175–1184CrossRef

Barczak G (2012) The future of NPD/innovation research. J Prod Innov Manag 29(3):355–357CrossRef

Baron RM, Kenny DA (1986) The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. J Pers Soc Psychol 51(6):1173–1182CrossRef

Bartlett MS (1950) Tests of significance in factor analysis. Br J Stat Psychol 3(2):77–85CrossRef

Brown LV (2007) Psychology of motivation. Nova Publishers, New York

Chafkin M (2008) The customer is the company. http://www.inc.com/magazine/20080601/the-customer-is-the-company.html (accessed 13 November 2017)

Cherry K (2014) What is intrinsic motivation? http://psychology.about.com/od/nindex/g/needtobelong.htm (accessed 27 January 2017)

Chesbrough HW (2003) Open innovation: the new imperative for creating and profiting from technology. Harvard Business Review, Boston

Claycomb C, Lengnick-Hall CA, Inks LW (2001) The customer as a productive resource: a pilot study and strategic implications. J Bus Strateg 18(1):47–69

Coon D, Mitterer JO (2010) Psychology: a Journey. Cengage Learning, Boston

Corbin J, Strauss A (1990) Grounded theory research: procedures, canons and evaluative criteria. Qual Sociol 13:3–21CrossRef

Costa PT and McCrae RR (1992) Revised NEO personality inventory (NEO-PI-R) and NEO five-factor inventory (NEO-FFI) manual. Psychological Assessment Resources

Deci EL (1972) The effects of contingent and non contingent rewards and controls on intrinsic motivation. Organ Behav Human Perform 8(1):217–229CrossRef

Deci E, Ryan R (2000) Intrinsic and extrinsic motivations: classic definitions and new directions. Contemp Educ Psychol 25(1):54–67CrossRef

Deci E, Ryan R (2014) Self determination theory: an approach to human motivation and personality. http://www.selfdeterminationtheory.org/ (accessed 15 March 2017)

Drucker PF (2001) The essential drucker. HarperCollins Publisher Inc, New York

Eccles JS, Wigfield A (2002) Motivational beliefs, values and goals. Annu Rev Psychol 53(1):109–132CrossRef

Engelman RM, Fracasso EM, Schmidt S (2017) Intellectual capital, absorptive capacity and product innovation. Manag Decis 55(3):474–490CrossRef

Etgar M (2008) A descriptive model of the consumer co-production process. J Acad Mark Sci 36(1):97–108CrossRef

Fang E, Palmatier RW, Evans KR (2008) Influence of customer participation on creating and sharing of new product value. J Acad Mark Sci 36(1):322–336CrossRef

Friedman TL (2005) The world is flat. Farrar, Straus and Giroux, New York

Garrity EJ, Sanders GL (1998) Information systems success measurement. Idea Group Publishing, LondonCrossRef

Gaskin J (2013) Confirmatory factor analysis. http://statwiki.kolobkreations.com/wiki/Confirmatory_Factor_Analysis#Validity_and_Reliability (accessed 2 November 2016)

Goodman LA (1960) On the exact variance of products. J Am Stat Assoc 55(292):708–713CrossRef

Gronroos C (2008) Service logic revisited: who creates value? And who co-creates? Eur Bus Rev 20(4):298–314CrossRef

Hair JF, Black WC, Babin BJ (2010) Multivariate data analysis. Prentice Hall, New Jersey

Hau LN, Thuy PN (2015) Customer participation to co-create value in human transformative services: a study of higher education and health care services. Serv Bus 10(3):603–628

Hau LN, Anh PNT, Thuy PN (2017) The effects of interaction behaviors of service frontliners on customer participation in the value co-creation: a study of health care service. Serv Bus 11:253–277CrossRef

Herzberg F, Mauser B, Snyderman B (1959) The motivation to work. Wiley, New York

Howe J (2008) Crowdsourcing: why the power of the crowd is driving the future of business. Crown Publishing Group, New York

Kaiser H (1970) A second-generation little jiffy. Psychometrika 35(4):401–415CrossRef

Kaufman-Scarborough C (2013) Consumer behavior motivation. http://crab.rutgers.edu/~ckaufman/ConsumerbehaviorMotivationnotes.html (accessed 30 November 2016)

Kline RB (2010) Principles and practice of structural equation modeling. Guilford Press, New York

Lai ER (2011) Motivation: a literature review. Pearson, New York

Lakhani KR, Wolf RG (2005) Why hackers do what they do: understanding motivation and effort in free/open source software projects. MIT Press, Cambridge

Lee SM (2015) The age of quality innovation. Int J Qual Innov 1(1):3–6CrossRef

Lee Y, Kim I (2018) A value co-creation model in brand tribes: the effect of luxury cruise consumers’ power perception. Serv Bus 4:5. https://doi.org/10.1007/s11628-018-0373-x CrossRef

Lee S, Lim S (2018) Living Innovation: from value creation to the greater good. Emerald, BingleyCrossRef

Lee SM, Trimi S (2017) Innovation for creating a smart future. J Innov Knowl. https://doi.org/10.1016/jik.2016.11.001 CrossRef

Lee SM, Olson DL, Trimi S (2010) Strategic innovation in the convergence era. Int J Manag Enterpr Dev 9(1):1–12CrossRef

Lee SM, Hwang T, Choi D (2012) Open innovation in the public sector of leading countries. Manag Decis 50(1):147–162CrossRef

Leonard NH, Beauvais LL, Scholl RW (1999) Work motivation: the incorporation of self based processes. Hum Relat 52(8):969–998

Mackinnon DP, Warsi G, Dwyer JH (1995) A simulation study of mediated effect measures. Multivar Behav Res 30:41–62CrossRef

O’cass A, Ngo LV (2011) Achieving customer satisfaction in services firms via branding capability and customer empowerment. J Serv Mark 25(7):489–496CrossRef

Payne AF, Storbacka K, Frow P (2007) Managing the co-creation of value. J Acad Mark Sci 36(1):83–96CrossRef

Perks H, Gruber T, Edvardsson B (2012) Co-creation in radical service innovation: a systematic analysis of microlevel processes. J Prod Innov Manag 29(6):935–951CrossRef

Pink DH (2011) Drive: the surprising truth about what motivates us. Riverhead Books, New York

Prahalad CK, Ramaswamy V (2000) Co-opting customer competence. Harv Bus Rev 78(1):79

Prahalad CK, Ramaswamy V (2004a) Co-creation experiences: the next practice in value creation. J Interact Mark 18(3):5–14CrossRef

Prahalad CK, Ramaswamy V (2004b) The future of competition. Harvard Business School Publishing, Cambridge

Ramaswamy V, Gouillart F (2010) Building the co-creative enterprise. Harv Bus Rev 88(1):100–109

Ramaswamy V, Ozcan K (2014) The co-creation paradigm. Stanford University Press, Palo Alto

Ryan RM, Deci EL (2000) Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. Am Psychol 55:68–78CrossRef

Schiffman L, Kanuk L (2007) Consumer behavior. Prentice Hall, Upper Saddle River

Sheth JN, Sisodia RS, Sharma A (2000) The antecedents and consequences of customer-centric marketing. J Acad Mark Sci 28(1):55–66CrossRef

Smith SM, Albaum GS (2012) Basic marketing research: handbook for research professionals. Qualtrics Labs Inc, Provo

Sobel ME (1982) Asymptotic intervals for indirect effects in structural equations models. Sociol Methodol 13:290–312CrossRef

Stern S (2017) A co-creation primer. https://hbr.org/2011/02/co-creation (accessed 13 November 2017)

Stiphout VS (2010) Understanding the impediments of adopting co-creation within medium and large enterprises. Master of Science, Eindhoven University of Technology, Eindhoven

Tapscott D, Williams AD (2010) Macro wikinomics: rebooting business and the world. Penguin Group, New York

Teece DJ (2010) Business models, business strategy and innovation. Long Range Plan 43(2–3):172–194CrossRef

Thompson B (2004) Exploratory and confirmatory factor analysis: understanding concepts and applications. American Psychological Association, Washington, DCCrossRef

Vargo SL, Lusch RF (2004) Evolving to a new dominant logic for marketing. J Mark 68(1):1–17CrossRef

Zwass V (2010) Co-creation: toward a taxonomy and an integrated research perspective. Int J Electron Commer 15(1):11–48CrossRef

Title: Motivation triggers for customer participation in value co-creation
Authors: Freida C. Palma
Silvana Trimi
Soon-Goo Hong
Publication date: 14-12-2018
Publisher: Springer Berlin Heidelberg
Published in: Service Business / Issue 3/2019
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-018-00395-w

Springer Professional

Abstract

Please log in to get access to your license.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Other articles of this Issue 3/2019

How to boost frontline employee service recovery performance: the role of cultural intelligence

Balancing in-house and outsourced logistics services: effects on supply chain agility and firm performance

Dimensions of behavior and proactive improvement in hotel outsourcing relationships: the role of justice

The role of customer operant resources in health care value creation

Work pressure and burnout effects on emergency room operations: a system dynamics simulation approach

The relationship among competitive advantage, catch-up, and linkage effects: a comparative study on ICT industry between South Korea and India