The dark side of customer co-creation: exploring the consequences of failed co-created services

Heidenreich, Sven; Wittkowski, Kristina; Handrich, Matthias; Falk, Tomas

doi:10.1007/s11747-014-0387-4

Cited by 261 publications

(293 citation statements)

References 61 publications

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“…What they all have in common is that they can be used to generate data at the consumer level. Observational data (such as publicly available online data; Hennig-Thurau et al 2015; Thompson et al 2015), experiments (Heidenreich et al 2015;Xie et al 2015), surveys (Brocato et al 2015;Gallan et al 2013), customer purchase data (Carter and Curry 2013;Papies et al 2011), and qualitative data (Leigh et al 2006;Lemke et al 2011) can be used to generate consumer insights. An easy Blitmus test^is whether each row in one's dataset represents a consumer (as opposed to a firm or a market).…”

Section: What Research Methods Does Consumer-based Strategy Leverage?mentioning

confidence: 99%

Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy

Hamilton

2016

J. of the Acad. Mark. Sci.

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As the field of marketing has expanded and matured, it is natural to observe more methodological specialization among researchers. Methodological proficiency-whether in econometrics, analytical modeling, experimental design, or ethnography-is critical for publishing in top journals but takes years to develop. One of the consequences highlighted by panel discussions at several recent conferences (e.g., BMarketing as a Field: Are We Progressing or Losing our Cohesiveness?^at Summer AMA 2014) is the increasing division of the field based on methodology. Doctoral students are specializing earlier, and researchers who use different methods are attending fewer joint conferences. Yet the complex problems we are trying to solve as a field often demand multi-method investigation, whether via researchers building on earlier work using different methods or collaborating on a multi-method paper. For example, our understanding of when and why consumers engage in positive and negative word of mouth will certainly be richer if we integrate insights from empirical analyses of online data, experimental manipulations of product experiences, and qualitative research examining online communities.Here is where we have an opportunity: defining specializations within the field of marketing not by methodology but by unit of analysis (consumers, firms, or markets) can help marketing researchers harness the power of multiple methods. In this editorial, I will define one such specialization: consumerbased strategy.

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Section: What Research Methods Does Consumer-based Strategy Leverage?mentioning

confidence: 99%

Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy

Hamilton

2016

J. of the Acad. Mark. Sci.

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“…Adopter une activité de CS pour innover appelle l'entreprise à adopter de nouvelles pratiques managériales et comportementales (Chiu et al, 2014), mais également à développer de nouvelles capacités, notamment organisationnelles (Blohm et al, 2013 Gangi et Wasko, 2009 ;Sieg et al, 2010 ;Pénin et Burger-Helmchen, 2012 ;Heidenreich et al, 2014). La mise en oeuvre des activités de CS pour innover appelle également à des modalités de pilotage inhabituelles (Di Gangi et Wasko, 2009 ;Pénin et Burger-Helmchen, 2012).…”

Section: Quel Modèle D'adoption Pour Les Activités De Cs Pour Innover ?unclassified

Crowdsourcing pour innover : proposition d’un modèle d’adoption, le cas de Raidlight

Ruiz¹

2017

Gestion 2000

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International audienceLe crowdsourcing (CS) pour innover consiste à externaliser une tâche complexe ou créative à un vaste ensemble d'individus via un appel ouvert sur Internet. Plusieurs recherches ont souligné des avantages et des difficultés à l'adoption du CS pour innover sans pour autant tenir compte des différentes phases d'adoption, alors que certains facteurs peuvent apparaître ou évoluer en cours de processus. A travers l'étude longitudinale et approfondie de la démarche d'adoption de l'entreprise Raidlight, PME rhônalpine spécialisée dans la conception, le développement et la vente de matériel sportif, nous identifions trois grandes catégories de facteurs (culturelle, organisationnelle et liée aux connaissances) que nous mettons en relation avec les différentes phases du processus d'adoption du CS pour innover et proposons un modèle. Dans le cas de Raidlight, il s'avère que l'identité et la culture ouverte de l'entreprise l'ont tout particulièrement décidé à adopter ce type d'activité. La création et le pilotage d'une communauté, le Team, et l'intégration du dispositif à son business model lui ont ensuite permis de traverser la phase de développement. Enfin, il apparait que la maturité du dispositif, bien qu'influencée par les facteurs précédemment identifiés, est marquée par la capacité de l'entreprise à absorber les connaissances des membres du Team. Nos résultats soulignent que les facteurs à l'adoption sont interdépendants et suivent une logique cumulative. Mots-clés : crowdsourcing pour innover, facteurs d'influence, modèle d'adoption

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“…Entretanto a tarefa de recrutar profissionais de serviços com competência linguística requerida e executando uma força de trabalho multilíngues é um desafio adicional para a gerência na organização (Harzing & Pudelko, 2013;Piekkari, Welch, Welch, Peltonen & Vesa, 2013). Mesmo a cocriação de serviços pode apresentar seu lado sóbrio (Heidenreich, Wittkowski, Handrich, & Falk, 2014) dada a complexidade da relação de serviço.…”

Section: Referencial Teórico O Caráter Dinâmico Dos Serviçosunclassified

User-Generated Content Em Serviços: Uma Análise Do Aeroporto Internacional De Guarulhos (Gru)

Guido¹,

João²

2016

Revista Turismo

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A principal inovação no setor aeroportuário brasileiro é a gestão da qualidade de serviços, após a privatização do setor. O objetivo desta pesquisa é analisar comentários (em língua inglesa) de usuários que avaliaram os serviços no Aeroporto Internacional de Guarulhos (GRU) colhidos entre 07/11/2011 e 18/05/2014. Sua importância está em usar a linguagem como análise na perspectiva dos usuários (service encounter). Para isso utiliza-se a análise de conteúdo além de regressão. Esta pesquisa, avaliará o poder da palavra para analisar a satisfação do cliente em relação ao serviço prestado, referente a três categorias: tempo de espera nas filas (queuing), instalações (facilities) e limpeza no ambiente (cleanline). Em complementação, os usuários podem recomendar, ou não, o aeroporto para outros viajantes. Resultados apontam que nos comentários positivos, a situação do aeroporto é aceitável, porém seguida de críticas. As variáveis de maior relevância são: instalações e tempo de espera nas filas. O que há de novo nesta análise é a dinâmica criada pela utilização de ferramentas de tecnologia da informação e a geração de conteúdo que pode ser utilizado para a co-criação, melhoria de qualidade ou redução de falhas em serviços.

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The dark side of customer co-creation: exploring the consequences of failed co-created services

Cited by 261 publications

References 61 publications

Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy

Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy

Crowdsourcing pour innover : proposition d’un modèle d’adoption, le cas de Raidlight

User-Generated Content Em Serviços: Uma Análise Do Aeroporto Internacional De Guarulhos (Gru)

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