A descriptive model of the consumer co-production process

Abstract

Purpose This article presents a model of consumer engagement in co-production. Method A theoretical paper which develops a five-stage dynamic model of consumer involvement in co-production. Results and ConclusionsThe article discusses the basic linkages between co-production and customization and presents co-production as a dynamic process which is composed of five distinct stages. It also specifies five distinct phases of the production activity chain where consumers can become involved in co-production. The model offers researchers an analytical framework conducive for more advanced studies of the phenomenon from both descriptive and analytical points of view. Managers can use it to segment consumers according to their tendencies to engage in co-production and suggests bases for developing corresponding offers of co-production possibilities which focus on diverse consumer benefits.

Aspects of service-dominant logic and its implications for tourism management: Examples from the hotel industry

“…This closely relates to the consumption experience as discussed by Pine and Gilmore (1999), but co-production focuses on the process of creating the product/service. This process, as Etgar (2008) explains, "encompasses all cooperation formats between consumers and production partners" (p.98). Evidence also suggests that co-production depends on a variety of factors but of particular importance are the characteristics of individual consumers with, as Pralahad and Ramaswamy (2004) argue, each consumers uniqueness affecting the process.…”

“…Lusch et.al (1992) identify six main factors that determine the extent of the customer"s role in co-production (table 2). Smith and Wheeler (2002) and Etgar (2008) also stress that the customer skill sets are a source of "touch points" and can aid in the management of their experiences (see also Schmitt 2003). Such touch points are numerous in tourism as highlighted by Shaw and Williams (2009) and also play a key role within the co-creation processes identified in S-D Logic.…”

“…Source: modified from Lusch et.al (2007) and Etgar (2008) The descriptive co-production model outlined by Etgar (2008) embraces five key stages, namely: (1) the development of antecedent conditions related to macroenvironmental factors and changes in consumer culture. This includes the ways in which consumers interact with service producers; (2) the development of motivations that encourage consumers to engage in co-production.…”

User co-production of public service delivery: Effects on trust

“…Even if it is acknowledged that citizens might not always want to co-produce, it is at least assumed that public service organization will benefit from it and are eager to involve citizens in service delivery. Co-production might also be very risky for organizations and could produce organizational uncertainty (Etgar, 2007;Osborne and Strokosch, 2013). This might be one of the least theorized and investigated assumptions about co-production and demands critical scrutiny.…”

Estudo comparativo das ferramentas para mapeamento das atividades executadas pelos consumidores em processos de serviço

“…A aplicação de técnicas de mapeamento para visualização das atividades do consumidor pode trazer contribuições aos gestores, principalmente, no planejamento, análise e controle de processos em que o consumidor tem de executar tarefas que influenciam o resultado final, pois o fato de assumir o papel de coprodutor de um serviço pode trazer certos benefícios ao consumidor, mas por outro lado implica impor-lhe um ônus maior em termos, por exemplo, de esforço físico e tempo a serem dedicados e recursos materiais, conhecimentos e habilidades que ele precisa dispor (Etgar, 2008). Assim sendo, o presente estudo tem como foco o potencial de aplicação das ferramentas de mapeamento na racionalização de processos de serviço que requerem maior participação do consumidor, incluindo a perspectiva deste agente.…”