You are required to read and agree to the below before accessing a full-text version of an article in the IDE article repository.
The full-text document you are about to access is subject to national and international copyright laws. In most cases (but not necessarily all) the consequence is that personal use is allowed given that the copyright owner is duly acknowledged and respected. All other use (typically) require an explicit permission (often in writing) by the copyright owner.
For the reports in this repository we specifically note that
- the use of articles under IEEE copyright is governed by the IEEE copyright policy (available at http://www.ieee.org/web/publications/rights/copyrightpolicy.html)
- the use of articles under ACM copyright is governed by the ACM copyright policy (available at http://www.acm.org/pubs/copyright_policy/)
- technical reports and other articles issued by M‰lardalen University is free for personal use. For other use, the explicit consent of the authors is required
- in other cases, please contact the copyright owner for detailed information
By accepting I agree to acknowledge and respect the rights of the copyright owner of the document I am about to access.
If you are in doubt, feel free to contact webmaster@ide.mdh.se
Customers experiences of co-creation during service
Publication Type:
Journal article
Venue:
International Journal of Quality and Service Sciences
Abstract
Abstract
Purpose The purpose of this article is to present the outcome of a co-creation service innovation
project, both to understand the possible outcome when using a process model and to achieve a better
understanding of how customers experience participation in co-creation in an open service innovation
project. The article also discusses the outcome of co-creation in terms of new knowledge concerning
customers needs, both expressed and latent needs compared to the knowledge gained through a regular
guest survey.
Design/methodology/approach The study is based on 29 in-depth interviews that were
conducted subsequent to participation as visitors in a service innovation project which involved
testing a model for user involved service innovation. In the process model users were asked to be
attentive and produce real time documentations. The co-creation in this case thus occurred when
obtaining input for service innovation ideation.
Findings Participants (visitors to a Swedish zoo), had mixed opinions about their participation in
the project. Favourable experiences, such as benevolence and deepened relationships, were balanced
by unfavourable experiences such as incapability and intrusion. Also a user involved service
innovation approach as the one studied provides valuable knowledge about customers suggested to be
useful for service innovation. Users presented a wide range of real time documentations; from brief
comments about certain aspects of their experience to more detailed suggestions for future services.
Originality/value The study provides empirical evidence regarding the importance of adopting a
users perspective towards service innovation. This is unlike previous research,which has been limited to
the study of how companies perceive and can manage co-creation in a manner that is beneficial for them.
The study also connects to this perspective by suggesting that co-creation both enhances opportunities for
successful service innovation and provides a deeper understanding of customers needs.
Keywords Innovation, Customer services quality, Product innovation, Sweden
Paper type Case study
Bibtex
@article{Sjodin2663,
author = {Carina Sj{\"o}din and Per Kristensson},
title = {Customers experiences of co-creation during service},
volume = {4},
number = {2},
pages = {189--204},
month = {November},
year = {2012},
journal = {International Journal of Quality and Service Sciences},
publisher = {Emerald},
url = {http://www.ipr.mdu.se/publications/2663-}
}