Factors Predicting Co‐creation of Value: A Study of Boutiques

Abstract

Central to Service-Dominant Logic is the proposition that the customer has become a co-creator of the value. This emphasises the development of customer‐supplier relationships through interaction and dialogue. However, research to date suggests that relatively little is known about how consumers engage in co-creation of value with the service provider. Thus, the present study develops a framework of the facilitators or antecedents of the co-creation of value for understanding and managing creation of value. The study examines the co-creation efforts ofthe customers of fashionable boutiques of a city and statistical techniques like CFA and SEM were used to analyse the data. Further, reliability and validity tests were also performed. Based upon a sample of 196 female customers, the study found that resource integration and composite expertise of customers and suppliers significantly influence customer participation, which in turn significantly predicts CCV. The study also discusses the managerial implications, limitations and future research agenda at the end.

Actors’ Dynamic Value Co-creation and Co-destruction Behavior in Service Systems: A Structured Literature Review

“…; 3. the importance of resource integration towards value creation process e.g. [14], [32], [33]. While social interaction has been discussed mainly from: 1. interaction types e.g.…”

“…According to Kaur et al [33], resource integration predicts VCC by significantly influencing customer participation. Caridà, Edvardsson, and Colurcio [22], [31] in turn argued that resource integration should be viewed as an integrated and embedded part of the VCC process as emerging from three activities: the integration of resources, operations on resources, and the assessment of value.…”