Impact of co-production on consumer perception of empowerment

Tina Harrison, Kathryn Waite

Research output: Contribution to journalArticle

23 Citations (Scopus)
88 Downloads (Pure)

Abstract

Service-Dominant logic emphasises the customer role as co-creator of value. However, there is little empirical evidence of how customers perceive and experience value co-creation from participation in service co-production. The internet and interactive websites have increased the potential for consumers to engage in co-production through increased self-service which is acknowledged to contribute to consumer empowerment. The paper explores empirically the impact of service co-production via web technology on consumer perceptions of e-empowerment. Findings suggest that e-empowerment is multidimensional comprising empowerment and disempowerment dimensions. The paper makes several contributions to services theory. Variable co-production leads to different types of empowerment/ disempowerment. Value-in-use can be perceived as process value and outcome value. The findings challenge the assumption that co-production naturally leads to co-creation of value. Co-production can be a double-edged sword: for some it can be value-enhancing, whereas for others it can be value-destructing. The paper notes several implications for practice.
Original languageEnglish
Pages (from-to)502-520
JournalService Industries Journal
Volume35
Issue number10
Early online date12 May 2015
DOIs
Publication statusPublished - 2015

Keywords

  • segmentation
  • pensions
  • empowerment
  • internet
  • Co-creation

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