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Enabling value co-creation with consumers as a driver of business performance: A dual perspective of Polish manufacturing and service SMEs

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  • Zaborek, Piotr
  • Mazur, Jolanta

Abstract

The objective of the study is to investigate the effects of enabling value co-creation with consumers on the performance of manufacturing and service SMEs in Poland. The analysis is based on a representative sample of 395 firms. Our findings indicate that enabling co-creation does induce positive operational and financial outcomes in both service providers and manufacturers, there are also significant differences in identified patterns and effect sizes. Service firms benefit from engaging in dialog with customers, while manufacturers show the positive influences of enhanced interaction and more choice options. Overall, enabling co-creation has stronger positive effects on service firms than manufacturers in terms of both operational benefits and financial outcomes measured by ROI. This empirical comparison of the effects of employing co-creation enablers by manufacturers and service providers offers original insights into value co-creation theory and supports managers in their choice of instruments for engaging customers.

Suggested Citation

  • Zaborek, Piotr & Mazur, Jolanta, 2019. "Enabling value co-creation with consumers as a driver of business performance: A dual perspective of Polish manufacturing and service SMEs," Journal of Business Research, Elsevier, vol. 104(C), pages 541-551.
    • Handle: RePEc:eee:jbrese:v:104:y:2019:i:c:p:541-551
    DOI: 10.1016/j.jbusres.2018.12.067
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    10. Zhang, Xingyi & Singh, Smita & Li, Jing & Shao, Xiaolong, 2024. "Exploring the effects of value co-creation strategies in event services on attendees’ citizenship behaviors: The roles of customer empowerment and psychological ownership," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
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    14. Sylwia Sysko-Romańczuk & Piotr Zaborek & Anna Wróblewska & Jacek Dąbrowski & Sergiy Tkachuk, 2022. "Data modalities, consumer attributes and recommendation performance in the fashion industry," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1279-1292, September.
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    16. Kuo Cheng Chung & Paul Juinn Bing Tan, 2022. "Options to Improve Service Quality to Enhance Value Co-Creation for Customers in the Aviation Industry in Taiwan," SAGE Open, , vol. 12(1), pages 21582440221, March.
    17. Aaldering, Lukas Jan & Song, Chie Hoon, 2021. "Of leaders and laggards - Towards digitalization of the process industries," Technovation, Elsevier, vol. 105(C).
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    19. Appiah, Gloria & Bonsu, Samuel K. & Sarpong, David, 2021. "The unpowered customer: Co-creation as tactics of the weak," Journal of Business Research, Elsevier, vol. 133(C), pages 317-326.

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