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Customer’s mixed experiences of co-creation during service innovation
Mälardalen University.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.ORCID iD: 0000-0002-7006-9906
2012 (English)In: International Journal of Quality and Service Sciences, ISSN 1756-669X, E-ISSN 1756-6703, Vol. 4, no 2, p. 189-204Article in journal (Refereed) Published
Abstract [en]

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 user’s 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.

Place, publisher, year, edition, pages
2012. Vol. 4, no 2, p. 189-204
National Category
Psychology Business Administration
Research subject
Psychology
Identifiers
URN: urn:nbn:se:kau:diva-15367OAI: oai:DiVA.org:kau-15367DiVA, id: diva2:563456
Available from: 2012-10-30 Created: 2012-10-30 Last updated: 2018-07-18Bibliographically approved

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Kristensson, Per

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