A Conceptual Framework for Value Co-Creation in Service Enterprises (Case of Tourism Agencies)

Abstract

Traditional companies used to design products, evaluate marketing messages, and control product distribution channels with a low level of customer contribution. Nonetheless, with the advancements in communication and information technologies, the interaction between customers and company is much higher compared to the past, and it is no longer solely controlled by the companies; thus, users can now impact companies by simultaneously playing two roles as value creators and as consumers. The present study develops a conceptual framework for value co-creation in small- and medium-sized tourism agencies. The sample consisted of 23 purposefully selected employees and managers of small- and medium-sized tourism agencies. Data were extracted from semi-structured interviews and analyzed with open and axial coding. For validity, an eight-person panel of experts was asked to review the framework and to apply corrective comments. The reliability was tested using a re-test method, which confirmed the reliability of the coding with a re-test reliability of 79%. Based on the findings, the proposed framework contains eight components including value inception, value conception, value risk, resource planning, platform, actors, co-creation process, co-created value, and learning process, whose components were identified and encoded.

Mapping Value Co-creation Literature in the Technology and Innovation Management Field: A Bibliographic Coupling Analysis

“…The green cluster includes 19 documents that establish conceptualizations ( Ramaswamy and Ozcan, 2018 ) and theoretical frameworks for this literature, in a general context ( Martínez-Cañas et al, 2016 ; Chen et al, 2017 ), as well as in specific ones. For example, Oertzen et al (2018) propose a model for services, while Chathoth et al (2016) and Hamidi et al (2020) focus on tourism. Some of them include a literature review ( Baron et al, 2014 ; Bharti et al, 2015 ; Chathoth et al, 2016 ; Oertzen et al, 2018 ) and others use bibliometric techniques ( Galvagno and Dalli, 2014 ; Alves et al, 2016 ).…”

Cooperation between Final Purchasers and Offerors in the Online and Offline Environments vs. the Benefits Derived by Active Purchasers

“…They also appreciate the possibility of jointly creating values such as emotions and experiences [21,22], which enrich mutual relations and encourage cooperation in the future. Admittedly, in the literature, researchers focus mainly on the joint creation of material products [23,24] and non-material products, including services [25,26], less frequently analyzing extra-product elements of the offer, although these, of course, can also be jointly created by final purchasers. The extra-product elements include both tangible elements, such as product packaging, promotional activities, etc., and intangible elements, including product and/or offeror brand [27,28], product and/or offeror image, etc.…”

Sustainability of Live Video Streamer’s Strategies: Live Streaming Video Platform and Audience’s Social Capital in South Korea

“…Since the introduction of the concept of sustainability in business research, many studies have been conducted on this topic [1,2]. This research focuses on the sustainability of live streaming video services using social capital theory.…”