Multiplex value cocreation in unique service exchanges

Razmdoost, Kamran; Alinaghian, Leila; Smyth, Hedley

doi:10.1016/j.jbusres.2018.11.046

Cited by 29 publications

(20 citation statements)

References 48 publications

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“…At its core, DE is inherently longitudinal, has history, context and culturally shaped norms, and value dynamically emerges over multiple interactions (Cissna and Anderson 2012;Kent and Taylor 2018). Nascent research on the longitudinal aspects of co-creation (see Table 2) recognizes these temporal aspects (Chandler and Lusch 2015;Razmdoost et al 2019), suggesting that value processes are circular and volatile. Circular, as successive experience of resource integration (or not) and subsequent cognitive evaluations have consequences for future interactions (e.g., Payne et al 2008).…”

Section: Part 2: Conceptualizing Longitudinal Value For Complex Servicesmentioning

confidence: 99%

“…By demonstrating how the cumulative consequences of dialogue unfold over service delivery, we add to theoretical attempts to understand the longitudinal aspects of cocreation (e.g., Razmdoost et al 2019) and co-destruction (e.g., Mele 2011). This facilitates identification of possible cases where value may be co-created or co-destroyed, to inform the creation of adaptive complex service practices, e.g., sustainable consumer-professional partnerships.…”

Section: Implications For Theorymentioning

confidence: 99%

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How value co-creation and co-destruction unfolds: a longitudinal perspective on dialogic engagement in health services interactions

Keeling

Ruyter

et al. 2020

J. of the Acad. Mark. Sci.

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Complex services, such as healthcare, struggle to realize the benefits of value co-creation due to the substantial challenges of managing such services over the long-term. Key to overcoming these challenges to value co-creation is a profound understanding of dialogue (i.e., 'quality of discourse' facilitating shared meaning) during service interactions. Contributing to an emerging literature, we undertake a longitudinal, ethnographic study to assess dialogue between professionals and patients through the lens of dialogic engagement (i.e., iterative mutual learning processes that bring about action through dialogue). We develop and empirically support six dialogic co-creation and co-destruction mechanisms that impact on the resolution of tensions and integration of knowledge resources between service providers and consumers. We reveal the multidimensional and dynamic nature of value created or destroyed through these mechanisms in dialogue over time. Taking healthcare as an exemplar, we offer a research agenda for developing our understanding of DE in complex services. Keywords Dialogic engagement. Dialogue. Healthcare services. Complex services. Value co-creation. Value co-destruction. Knowledge resources. Patients. Healthcare professionals During recent years it has been conclusively shown that consumers and service providers across diverse domains benefit from value co-creation (Vargo et al. 2017). Arguably, value co-creation holds the most potential for complex services, such as delivery of healthcare services. In this domain, policy reforms emphasize the development of consumer-centered care and surveys record patients' first priority to be desiring more active involvement in their encounters with healthcare professionals (HCPs) (Deloitte Insights 2018). The emerging consensus is that value co-creation has promise for muchneeded service delivery efficiencies and better health outcomes, against the backdrop of rapid increase in demand and critical service provider pressures (Best et al. 2019). In theory, value co-creation delivers such outcomes through engaging consumer-HCP interactions that facilitate dialogue and shared understanding. In practice, it has been Manjit Yadav served as Area Editor for this article.

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Section: Part 2: Conceptualizing Longitudinal Value For Complex Servicesmentioning

confidence: 99%

Section: Implications For Theorymentioning

confidence: 99%

How value co-creation and co-destruction unfolds: a longitudinal perspective on dialogic engagement in health services interactions

Keeling

Ruyter

et al. 2020

J. of the Acad. Mark. Sci.

View full text Add to dashboard Cite

show abstract

“…As then, there has been further conceptual work arguing, for example, that institutional arrangements also act as sensemaking frames for determining the "resources" of potential resources (Koskela-Huotari and Vargo, 2016). In addition, there is an increasing amount of articles providing empirical evidence of the importance of institutions in value co-creation (Beirão et al, 2017;Pop et al, 2018;Gonçalves et al, 2019;Razmdoost et al, 2019). Banerjee ( 2014) is one of the first service scholars to connect institutional theory with consumer-related phenomena in service research by arguing that the institutional environment has an impact on the seamless customer experience within and across channels.…”

Section: The Development Of Institutional Analysis In Service Researchmentioning

confidence: 99%

The institutional turn in service research: taking stock and moving ahead

Koskela-Huotari

Vink

Edvardsson

2020

JSM

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Purpose Service scholars are finding that institutions – enduring social structures, such as rules, norms, beliefs – are increasingly important in theorizing on service-related phenomena. The purpose of this paper is to advance the use of institutional theory in service research by synthesizing the key insights from institutional theory that have been applied to service-related phenomena and developing a research agenda to guide the future use of institutional theory in service research. Design/methodology/approach This paper is an integrative literature review covering 68 articles from major service research and marketing journals that adopt institutional concepts and frameworks to study service-related phenomena. Findings The paper maps the “institutional turn” of service research, that is, the increasing tendency to draw on institutional theory for theoretical insights within service research and builds a conceptual framework of the institutional stabilization and destabilization mechanisms that explain endurance and change in service phenomena. The paper also proposes a research agenda that outlines four previously ignored aspects of institutions that have important implications for service research. Research limitations/implications In addition to synthesizing insights and proposing directions for future research, the paper highlights specific theoretical and methodological considerations for the future use of institutional theory within service research. The literature review is limited to the 13 major service research and marketing journals. Originality/value This paper is the first literature review of the use of institutional theory in service research.

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“…Value co-creation Assess value propositions or outcomes in specific value co-creation situations, such as knowledge-intensive business processes with customer participation (Mustak, 2019) and business-to-business service relationships (Lyons and Brennan, 2019) Examine how value co-creation is shaped by specific phenomena, such as information and knowledge processes (Kaartemo and Känsäkoski, 2018), proto-institutions (Kleinaltenkamp et al, 2018) and ecotones (Simmonds and Gazley, 2018) Explore how and/or why value co-creation emerges in specific contexts, such as multiplex value co-creation in unique service exchanges (Razmdoost et al, 2019) and value co-creation in many-to-many contexts (Best et al, 2018) 12 Servitization Examine how servitization is shaped by specific phenomena, such as agency problems (Reim et al, 2018), uncertainty (Kreye, 2018), capabilities (Raddats et al, 2017), organizational resistance (Lenka et al, 2018a), organizational ambivalence (Lenka et al, 2018a) and supply chain design and management (Watanabe and Mochimaru, 2017) Explore how and/or why servitization emerges (Salonen et al, 2017) 4…”

Section: Research Objectivementioning

confidence: 99%

Designing, writing-up and reviewing case study research: an equifinality perspective

Verleye

2019

JOSM

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Purpose Several researchers struggle with designing, writing-up and reviewing case study research, but constructing a template for describing and justifying methodological choices is – in contrast with quantitative research – undesirable due to the creative nature of qualitative research. Therefore, the purpose of this paper is to provide insight into the multitude of paths to rigorous case study research and promote rigorous case study research in the service community. Design/methodology/approach Based upon a review of seminal articles and textbooks, different paths to rigorous case study research are identified. Subsequently, these paths are compared with existing practices in case studies in service research published between March 2017 and April 2019. Findings Seminal articles and textbooks detail different paths to achieve rigor with regard to research purpose, design, data, analyses and write-up. Overall, the most popular paths in the service community are those proposed by Eisenhardt and Yin. Meanwhile, service researchers increasingly challenge the dichotomy between the inductive and deductive logic by choosing an abductive logic. Transparency and reflexivity are the main points of attention among service researchers doing case study research. Originality/value By providing insight into the multitude of paths to rigorous case study research along with their popularity in the service community, this paper helps service researchers to balance rigor and creativity when engaging in case study research. Additionally, this paper offers a framework for reviewing case study research in terms of rigor and creativity.

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Multiplex value cocreation in unique service exchanges

Cited by 29 publications

References 48 publications

How value co-creation and co-destruction unfolds: a longitudinal perspective on dialogic engagement in health services interactions

How value co-creation and co-destruction unfolds: a longitudinal perspective on dialogic engagement in health services interactions

The institutional turn in service research: taking stock and moving ahead

Designing, writing-up and reviewing case study research: an equifinality perspective

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