Customer value‐chain involvement for co‐creating customer delight

Mascarenhas, Oswald A. J.; Kesavan, Ram; Bernacchi, Michael D.

doi:10.1108/07363760410568707

Cited by 83 publications

(55 citation statements)

References 27 publications

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“…Furthermore, Malaviya and Spargo (2002) and Mascarenhas et al, (2004) argue that co-creation generates a high level of trust within the buyer-seller relationship. In that sense, and according to Dwyer and Tanner (2006), trust is "the belief that the word or promise by one party is reliable and that such party will fulfill its obligations in an exchange relationship."…”

Section: Trustmentioning

confidence: 99%

How Co-creating Enhances the Quality of a Brand-consumer Relationship, using the U&G Approach: The Coca-Cola Case

Ammari¹,

Jaziri²

2016

JMRCS

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The concept of co-creation or value creation has been the subject of several research studies. While the concept of co-creation seems recent, Badot and Cova (1995) have developed it a while ago, in the early 1990s. Despite the thorough discussions about the strategic consequences of the concept of co-creation of value, the cognitive, affective and conative mechanisms of the motivating factors for co-creation still lack investigations. To remedy that omission in literature, we propose in this study to determine the motivating factors that involve the consumer in a co-creation activity focusing on its impact, loyalty and customer retention. Thus, our research introduced a new relationship of U & G approach to the concept of the joint value creation, which, to our knowledge, has never been the subject of empirical or theoretical study. A questionnaire was developed and distributed via Google Drive to the consumers and users of our chnia tarbijtek -"what's your nickname"-study produced by Coca-Cola proposed application. 360 questionnaires were completed and a structural equation (SEM) with AMOS was used to test the hypothesis. The results show that the social and personal integration affects the online co-creation positively, while learning gives the opposite result. Co-creation affects the strength of the relationship, trust and the satisfaction of both customers and consumers positively as well. The final product shows that loyalty is to a further extent linked to the strength of the relationship between the producer and the consumer.

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Section: Trustmentioning

confidence: 99%

How Co-creating Enhances the Quality of a Brand-consumer Relationship, using the U&G Approach: The Coca-Cola Case

Ammari¹,

Jaziri²

2016

JMRCS

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“…Traditional marketing strategies make a simple assumption where customers involve with products or services mostly at the end of their value chain as finished market offerings. Mascarenhas et al (2004) challenged managers to invite target customers to be involved at all stages of the value chain. They considered customer-value-chain involvement (CVCI) model to enhance customer relationship management in conjunction with supply chain management, employee relationship management and retailer partners' relationship management.…”

Section: Introductionmentioning

confidence: 99%

Investigating the service brand: A customer value perspective

Heydari¹,

Lotfizadeh²

2014

10.5267/j.msl

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This paper examines the effect of the service brand on the customer value-loyalty process. The study includes the traditional effect of brand image plus three additional influences, which reflects the broader service perspective including company image, employee trust, and company trust. Using survey data of a sample of 385 bank customers, the analysis indicates there is a direct influence of some of the perspectives of the brand on customers' perceptions of value. The results indicate that brand image, organization image, trust to firm influence positively on quality of services. In addition, brand image, organization image, quality of services and trust to firm influence on customer's perspective where quality of services maintains the lowest impact and corporate image has the highest impact on customer's perspective.

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“…Value cannot be distributed or delivered by firms but rather its actualization can only be supported and facilitated (Vargo&Lusch 2004). Further, Mascarenhas et al (2004) suggest that customers should be involved at all stages of value chain, through customer-value-chain involvement (CVCI) model. However, in the area of supply chain relationships where customers are defined as the next member of supply chain, these relationships are transformed into B2B partnership-like nature as a result of co-creation.…”

Section: H1: Entrepreneurship Orientation Positively Affects Co-creatmentioning

confidence: 99%

Understanding effects of innovative and collaborative approaches on supply chain performance

Demır¹,

Sezen²

2017

Pressacademia

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Purpose-Main goal of this paper is to perform an exploratory and empirical research on the interactions of collaboration and innovation elements that are presented in the literature; co-creation, service dominant logic, open innovation, negative entropy and entrepreneurship orientation. Moreover, this study aims to examine the effects of these elements on supply chain performance attributes (reliability, responsiveness, flexibility, costs and asset management). Methodology-In order to understand the effects of innovative and collaborative dynamics on supply chain performance, prominent logistics service providers and firms with officially approved R&D departments were surveyed. Findings-This study provides evidence on strong relationships between supply chain performance and co-creation, SDL, and open innovation. One of the findings that grabs our attention is the remarkable effect of negative entropy on co-creation, SDL and open innovation. Moreover, according to results, negative entropy has the highest individual effect on supply chain performance in comparison with other collaboration and innovation elements. Conclusion-This paper highlights the importance of innovative and collaborative dynamics in supply chain performance measurements. This research also provides evidence to supply chain performance literature by suggesting negative entropy as a powerful instrument of integration and preservation in supply chains.

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Customer value‐chain involvement for co‐creating customer delight

Cited by 83 publications

References 27 publications

How Co-creating Enhances the Quality of a Brand-consumer Relationship, using the U&G Approach: The Coca-Cola Case

How Co-creating Enhances the Quality of a Brand-consumer Relationship, using the U&G Approach: The Coca-Cola Case

Investigating the service brand: A customer value perspective

Understanding effects of innovative and collaborative approaches on supply chain performance

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