Abstract
The concept of value co-creation provides a new perspective in the research and the operation of service systems. In the literature we can find plethora of references to the significance of value co-creation and the disruptive impact it may have on research, the business practices and the social life. However, we still lack comprehensive frameworks of value co-creation that would help understanding deeply and in a systematic way the characteristics, the dimensions, the methods and the implications of value co-creation. This paper makes a step in this direction by presenting a classification framework for value co-creation in electronic and mobile services. The proposed framework is developed in three dimensions referring to the leading actor in the co-creation process, the domain of activities for value co-creation and the scale of customer participation and proposes ten types of value co-creation activities.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
References
Amberg, M., Wehrmann, J.: A Framework for the Classification of Situation Dependent Services. In: 8th Americas Conference on Information Systems Proceedings, Dallas, USA (2002)
Arnould, E.J., Price, L.L., Malshe, A.: Toward a cultural resource-based theory of the customer. In: Lusch, R.F., Vargo, S.L. (eds.) The Service-Dominant Logic of Marketing: Dialog, Debate and Directions, pp. 320–333. ME Sharpe, Armonk (2006)
Bakos, Y.: Towards Friction-Free Markets: The Emerging Role of Electronic Marketplaces on the Internet. Communications of the ACM 41(8), 35–42 (1998)
Baldauf, M., Dustdar, S., Rosenberg, F.: A survey on context-aware systems. International Journal of Ad Hoc and Ubiquitous Computing 2(4), 263–277 (2007)
Baron, S., Warnaby, G.: Value Co-Creation from the Consumer Perspective. In: Service Systems Implementation, pp. 199–210. Springer (2011)
Bitner, M.J., Faranda, W.T., Hubbert, A.R., Zeithaml, V.A.: Customer contributions and roles in service delivery. International Journal of Service Industry Management 8(3), 193–205 (1997)
Chesbrough, H.W.: Open Innovation: The New Imperative for Creating and Profiting from Technology. Harvard Business School Press, Boston (2003)
Chesbrough, H., Spohrer, J.: A research manifesto for services science. Communications of the ACM 49(7), 35–40 (2006)
Cortimiglia, M., Renga, F., Rangone, A.: A Classification Schema for Mobile-Internet 2.0 Applications. In: Obaidat, M.S., Filipe, J. (eds.) ICETE 2009. CCIS, vol. 130, pp. 126–138. Springer, Heidelberg (2011)
Da Silveira, G., Borenstein, D., Fogliatto, F.S.: Mass customization: Literature review and research directions. International Journal of Production Economics 72(1), 1–13 (2001)
Dey, A.K.: Understanding and using context. Personal and Ubiquitous Computing 5(1), 4–7 (2001)
European Internet Foundation: The Digital World in 2025: Indicators for European Action (2009), https://www.eifonline.org/component/attachments/attachments/57.html?task=download
Frow, P., Payne, A., Storbacka, K.: A conceptual model for value co-creation: designing collaboration within a service system. In: Proceedings of 39th EMAC Conference, June 1–4, Sage, Copenhagen (2010)
Grönroos, C.: Value co-creation in service logic: A critical analysis. Marketing Theory 11(3), 279–301 (2011)
Gummerus, J., Pihlström, M.: Context and Mobile Services’ Value-in-Use. Journal of Retailing and Consumer Services 18(6), 521–533 (2011)
Gummesson, E.: Marketing-orientation revisited: the crucial role of the part-time marketer. European Journal of Marketing 25(2), 60–75 (1991)
Heinonen, K., Pura, M.: Classifying Mobile Services. Proceedings of Helsinki Mobility Roundtable. Sprouts: Working Papers on Information Systems 6(42) (2006), http://sprouts.aisnet.org/6-42
Hilton, T., Hughes, T.: Co-production and self-service: The application of Service-Dominant Logic. Journal of Marketing Management 29(7-8), 1–21 (2013)
Hippel Von, E.: Democratizing Innovation. MIT Press, Cambridge (2005)
Von Hippel, E.: Open User Innovation. Handbook of the Economics of Innovation 1, 411–427 (2010)
Kannan, P.K., Healey, J.: Service Customization Research: A Review and Future Directions. In: Service Science: Research and Innovations in the Service Economy, pp. 297–324 (2011)
Kaplan, A.M., Haenlein, M.: Toward a parsimonious definition of traditional and electronic mass customization. Journal of Product Innovation Management 23(2), 168–179 (2006)
Kaplan, A.M.: If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business Horizons 55(2), 129–139 (2012)
Kasper, H., Koleva, I., Kett, H.: Social Media Matrix. Common Value Management 9 (2012)
Kietzmann, J.H., Hermkens, K., McCarthy, I.P., Silvestre, B.S.: Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54(3), 241–251 (2011)
Kotler, P.: From mass marketing to mass customization. Strategy & Leadership 17(5), 10–47 (1989)
Kumar, A.: From mass customization to mass personalization: a strategic transformation. International Journal of Flexible Manufacturing Systems 19, 533–547 (2007)
Linders, D.: We-Government: an anatomy of citizen coproduction in the information age. In: Proceedings of the 12th Annual International Digital Government Research Conference: Digital Government Innovation in Challenging Times, pp. 167–176. ACM (2011)
Lugano, G.: Mobile Social Software: Definition, Scope and Applications. In: eChallenges Conference 2007, The Hague, Netherlands, pp. 1434–1441 (2007)
Lusch, R.F., Vargo, S.L., Tanniru, M.: Service, Value Networks and Learning. Journal of the Academy of Marketing Science 38, 19–31 (2010)
Maglio, P.P., Spohrer, J.: Fundamentals of service science. Journal of the Academy of Marketing Science 36, 18–20 (2008)
Meuter, M.L., Bitner, M.J.: Self-service technologies: extending service frameworks and identifying issues for research. Marketing Theory and Applications 9, 12–19 (1998)
Normann, R., Ramirez, R.: From value chain to value constellation: designing interactive strategy. Harvard Business Review 71(4), 65–77 (1993)
Parameswaran, M., Whinston, A.B.: Social Computing: An Overview. The Communications of the Association for Information Systems 19(37), 762–780 (2006)
Payne, A., Storbacka, K., Frow, P.: Managing the co-creation of value. Journal of the Academy of Marketing Science 36(1), 83–96 (2008)
Piller, F.T., Ihl, C., Vossen, A.: A Typology of Customer Co-Creation in the Innovation Process (2010), http://dx.doi.org/10.2139/ssrn.1732127
Pinhanez, C.: Services as Customer-Intensive Systems. Design Issues 25(2), 3–13 (2009)
Prahalad, C.K., Ramaswamy, V.K.: Co-opting Customer Competence. Harvard Business Review 78(1), 79–87 (2000)
Pura, M.: Linking perceived value and loyalty in location-based mobile services. Managing Service Quality 15(6), 509–538 (2005)
Roser, T., Samson, A., Humphreys, P., Cruz-Valdivieso, E.: Co-creation: New Pathways to Value: An Overview. Promise & LSE Enterprise (2009)
Rowley, J.: An analysis of the e-service literature: towards a research agenda. Internet Research 16(3), 339–359 (2006)
Rust, R.T., Lemon, K.N.: E-service and the consumer. International Journal of Electronic Commerce 5, 85–102 (2001)
Sheth, J.N., Uslay, C.: Implications of the revised definition of marketing: from exchange to value creation. Journal of Public Policy & Marketing 26(2), 302–307 (2007)
Spohrer, J., Maglio, P.P.: The emergence of service science: Toward systematic service innovations to accelerate co-creation of value. Production and Operations Management 17, 1–9 (2008)
Spohrer, J., Maglio, P.P.: Toward a Science of Service Systems Value and Symbols. In: Handbook of Service Science. Service Science: Research and Innovations in the Service Economy, pp. 157–194. Springer (2010)
Vargo, S.L., Lusch, R.F.: Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science 36(1), 1–10 (2008)
Vargo, S.L., Lusch, R.F.: Evolving to a new dominant logic for marketing. Journal of Marketing 68, 1–17 (2004)
Vargo, S.L., Lusch, R.F.: Service-dominant logic: reactions, reflections and refinements. Marketing Theory 6(3), 281–288 (2006)
Verkasalo, H.: Contextual patterns in mobile service usage. Personal Ubiquitous Computing 13(5), 331–342 (2009)
Weißsenberg, N., Gartmann, R., Voisard, A.: An ontology-based approach to personalized situation-aware mobile service supply. Geoinformatica 10(1), 55–90 (2006)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2014 Springer International Publishing Switzerland
About this paper
Cite this paper
Fragidis, G., Konstantas, D., Paschaloudis, D. (2014). A Classification Framework of Value Co-creation in Electronic and Mobile Services. In: Snene, M., Leonard, M. (eds) Exploring Services Science. IESS 2014. Lecture Notes in Business Information Processing, vol 169. Springer, Cham. https://doi.org/10.1007/978-3-319-04810-9_4
Download citation
DOI: https://doi.org/10.1007/978-3-319-04810-9_4
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-04809-3
Online ISBN: 978-3-319-04810-9
eBook Packages: Computer ScienceComputer Science (R0)