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Modeling and Measuring the Consumer Activities Associated with Value Cocreation: An Exploratory Test in the Context of Education

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  • Antonio Botti

    (Department of Management and Innovation Systems, University of Salerno, 84084 Fisciano Salerno, Italy)

  • Mara Grimaldi

    (Department of Management and Innovation Systems, University of Salerno, 84084 Fisciano Salerno, Italy)

  • Aurelio Tommasetti

    (Department of Management and Innovation Systems, University of Salerno, 84084 Fisciano Salerno, Italy)

  • Orlando Troisi

    (Department of Management and Innovation Systems, University of Salerno, 84084 Fisciano Salerno, Italy)

  • Massimiliano Vesci

    (Department of Management and Innovation Systems, University of Salerno, 84084 Fisciano Salerno, Italy)

Abstract

The goal of the current work is to introduce a model for the identification and measurement of consumers’ behavioral and cognitive value cocreation activities in the light of service-dominant logic (SDL) assumptions. The individuation of tools for the measurement of users’ conduct has a fundamental role in the modeling of service consumer needs and in guiding suppliers to improve relationships with their counterparts. A framework identifying eight dimensions of consumer value cocreation behavior is proposed and empirically validated through an exploratory factor analysis, which confirms the existence of six out of the eight dimensions initially postulated. To develop an instrument for measuring consumer value cocreation activities and behavior, we tested our scale in the education field. In particular, the 42-item scale was tested on a sample of 180 students attending their third (last) year of their business management degree. This paper produces two main outcomes: the theoretical outcome specifies and assesses the activities and dimensions of consumers’ value cocreation, while the managerial outcome allows managers to devise new methods of delivery and new practical measures to stimulate the involvement of users at each level.

Suggested Citation

  • Antonio Botti & Mara Grimaldi & Aurelio Tommasetti & Orlando Troisi & Massimiliano Vesci, 2017. "Modeling and Measuring the Consumer Activities Associated with Value Cocreation: An Exploratory Test in the Context of Education," Service Science, INFORMS, vol. 9(1), pages 63-73, March.
    • Handle: RePEc:inm:orserv:v:9:y:2017:i:1:p:63-73
    DOI: 10.1287/serv.2016.0156
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    References listed on IDEAS

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    1. Yi, Youjae & Gong, Taeshik, 2013. "Customer value co-creation behavior: Scale development and validation," Journal of Business Research, Elsevier, vol. 66(9), pages 1279-1284.
    2. Barile, Sergio & Saviano, Marialuisa & Polese, Francesco, 2014. "Information asymmetry and co-creation in health care services," Australasian marketing journal, Elsevier, vol. 22(3), pages 205-217.
    3. Ennew, Christine T. & Binks, Martin R., 1999. "Impact of Participative Service Relationships on Quality, Satisfaction and Retention: An Exploratory Study," Journal of Business Research, Elsevier, vol. 46(2), pages 121-132, October.
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    Cited by:

    1. Francesco Polese & Cristina Mele & Sergio Barile, 2017. "Introduction to the Naples Forum on Service Special Section," Service Science, INFORMS, vol. 9(1), pages 62-62, March.
    2. Besjon Zenelaj, 2023. "Service Dominant Logic Centered Brand Management," European Journal of Marketing and Economics Articles, Revistia Research and Publishing, vol. 6, ejme_v6_i.

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