Value co-creation relating to cultural and health services

Abstract

Service providers need to obtain a competitive edge generated from memorable experiences in order to retain their customers. The consumer activity during the co-creation process, the support of the activity during the co-creation process enables service providers to fit their services to the consumers’ needs. In international research there are two recognised types of customers’ co-creation behaviour; consumer participation behaviour and consumer citizenship behaviour.
Customer participation behaviour refers to the required role of customer, which is necessary for successful value co-creation. Customer citizenship behaviour is voluntary behaviour, which gives extra value to the firm. For purpose of our research we conducted a survey with reference to two generations (Y and X).
We applied factor analyses and determined the dimensions, factors of customer participation and citizenship behaviour. The findings can be used to identify the level of consumer co-creation, to support co-creation behaviour and to segment the service’s market.