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Motivation triggers for customer participation in value co-creation

Author

Listed:
  • Freida C. Palma

    (University of Belize)

  • Silvana Trimi

    (University of Nebraska- Lincoln)

  • Soon-Goo Hong

    (Dong-A University)

Abstract

Innovative new ideas are no longer bound by internal R&D efforts of the organisation. Many successful innovation ideas stem from external sources, especially engaged customers. This study investigates motivation triggers for customer participation in co-creation of value with the firm by using a dual-research approach: grounded theory to explore the factors that motivate customers to participate in value co-creation, and a survey to identify the primary triggers of customer value co-creation. Six primary triggers identified were affiliation, expertise, expression and experience, recognition, community and tangible reward. The results contribute to the literature on co-creation as well as to practicing managers for formulating effective customer engagement.

Suggested Citation

  • Freida C. Palma & Silvana Trimi & Soon-Goo Hong, 2019. "Motivation triggers for customer participation in value co-creation," Service Business, Springer;Pan-Pacific Business Association, vol. 13(3), pages 557-580, September.
    • Handle: RePEc:spr:svcbiz:v:13:y:2019:i:3:d:10.1007_s11628-018-00395-w
    DOI: 10.1007/s11628-018-00395-w
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    References listed on IDEAS

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    2. Le Nguyen Hau & Pham Ngoc Tram Anh & Pham Ngoc Thuy, 2017. "The effects of interaction behaviors of service frontliners on customer participation in the value co-creation: a study of health care service," Service Business, Springer;Pan-Pacific Business Association, vol. 11(2), pages 253-277, June.
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    Cited by:

    1. Miikka J. Lehtonen & J. Tuomas Harviainen & Annakaisa Kultima, 2023. "How monetization mechanisms in mobile games influence consumers’ identity extensions," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 113-136, March.
    2. Xie, Lishan & Liu, Canmian & Li, Yaoqi & Zhu, Tengteng, 2023. "How to inspire users in virtual travel communities: The effect of activity novelty on users’ willingness to co-create," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Mai Thi My-Quyen & Le Nguyen Hau, 2021. "Transforming customer brand engagement to co-creation value through participation energy and effort," Service Business, Springer;Pan-Pacific Business Association, vol. 15(3), pages 493-514, September.
    4. Nguyen Hong Phuoc & Le Nguyen Hau & Pham Ngoc Thuy, 2022. "The dual outcomes of frontliner’s autonomous motivation and deep acting in service co-creation: a dyadic approach," Service Business, Springer;Pan-Pacific Business Association, vol. 16(1), pages 159-186, March.
    5. Jörg Finsterwalder & Alastair G. Tombs, 2021. "Infusing tribal reciprocity into service research: towards an integrated and dynamic view of repayment, retaliation and restorative justice for regenerative service ecosystem wellbeing," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 563-586, December.
    6. Amin, Muhammad & Shamim, Amjad & Ghazali, Zulkipli & Khan, Imran, 2021. "Employee Motivation to Co-Create Value (EMCCV): Construction and Validation of Scale," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    7. Yang Yang & Zhongqiu Li & Yingying Su & Shanshan Wu & Boyou Li, 2019. "Customers as Co-Creators: Antecedents of Customer Participation in Online Virtual Communities," IJERPH, MDPI, vol. 16(24), pages 1-15, December.
    8. Chia-Ying Li & Yu-Hui Fang & Badri Munir Sukoco, 2021. "Value proposition as a catalyst for innovative service experience: the case of smart-tourism destinations," Service Business, Springer;Pan-Pacific Business Association, vol. 15(2), pages 281-308, June.
    9. Mai Thi My-Quyen & Le Nguyen Hau & Pham Ngoc Thuy, 2020. "Mindful co-creation of transformative service for better well-being," Service Business, Springer;Pan-Pacific Business Association, vol. 14(3), pages 413-437, September.
    10. Jaehun Joo, 2020. "Customers’ psychological ownership toward the third place," Service Business, Springer;Pan-Pacific Business Association, vol. 14(3), pages 333-360, September.
    11. Mariia Bordian & Irene Gil-Saura, 2021. "Do IMC and Ecological Knowledge Drive Value Co-Creation? The New Way to Loyalty in Hospitality," Sustainability, MDPI, vol. 13(19), pages 1-15, September.

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