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Impact of co-production on consumer perception of empowerment

Author

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  • Tina Harrison
  • Kathryn Waite

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.

Suggested Citation

  • Tina Harrison & Kathryn Waite, 2015. "Impact of co-production on consumer perception of empowerment," The Service Industries Journal, Taylor & Francis Journals, vol. 35(10), pages 502-520, July.
  • Handle: RePEc:taf:servic:v:35:y:2015:i:10:p:502-520
    DOI: 10.1080/02642069.2015.1043276
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    Cited by:

    1. Rita Di Mascio, 2016. "Firms’ adoption of self-service technology: how managerial beliefs shape co-production decisions," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 79-97, June.
    2. Florian Baer & Kurt Sandkuhl & Michael Leyer & Birger Lantow, 2021. "DESERV IT: A Method for Devolving Service Tasks in IT Services," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 63(4), pages 419-439, August.
    3. Songyee Hur & Sejin Ha, 2023. "Would luxury brands benefit from empowering consumers in product decision-making?," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 516-534, November.

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