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The Willingness Of A Customer To Co-Create Innovative, Technology-Based Services: Conceptualisation And Measurement

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  • MATTHIAS HANDRICH

    (EBS University for Business and Law, EBS Business School, Rheingaustraße 1, 65375 Oestrich-Winkel, Germany)

  • SVEN HEIDENREICH

    (EBS University for Business and Law, EBS Business School, Rheingaustraße 1, 65375 Oestrich-Winkel, Germany)

Abstract

Customer co-creation is a phenomenon, whose relevance for innovative technology-based services (TBS) has been acknowledged both by scientific and management practice. However, empirical research on this topic is scarce. Above all others, the lack of a good metric for this construct to establish a common ground for empirical research has hampered progress to date. Thus, the purpose of this paper is to develop and test a construct measuring the willingness of a customer to engage in co-creation (hereafer, WCC) of innovative, TBS.This article provides a thorough literature review on customer co-creation, proposes a scale to measure the willingness to co-create (WCC) innovative, TBS and reports the results of a validation process using expert judges, an exploratory and confirmatory factor analysis. The results of our studies show that the scale has good psychometric properties and that its relationships with other constructs and consumer adoption behaviour conform to theoretical expectations.

Suggested Citation

  • Matthias Handrich & Sven Heidenreich, 2013. "The Willingness Of A Customer To Co-Create Innovative, Technology-Based Services: Conceptualisation And Measurement," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 17(04), pages 1-36.
    • Handle: RePEc:wsi:ijimxx:v:17:y:2013:i:04:n:s1363919613500114
    DOI: 10.1142/S1363919613500114
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    1. Hussain, Ali & Abid, Muhammad Farrukh & Shamim, Amjad & Ting, Ding Hooi & Toha, Md Abu, 2023. "Videogames-as-a-service: How does in-game value co-creation enhance premium gaming co-creation experience for players?," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Fan Zhang & Huan Li & Zewei Xue & Jiaxun He, 2024. "How brand coolness influences customers’ willingness to co-create? The mediating effect of customer inspiration and the moderating effect of customer interaction," Journal of Brand Management, Palgrave Macmillan, vol. 31(6), pages 632-648, November.
    3. Laurence Bell, 2019. "Service Quality as an Antecedent to Engagement in Co-Creation of Value in the Healthcare Industry," Eurasian Journal of Business and Management, Eurasian Publications, vol. 7(4), pages 10-20.
    4. Sugathan, Praveen & Ranjan, Kumar Rakesh & Mulky, Avinash G., 2017. "Atypical Shifts Post-failure: Influence of Co-creation on Attribution and Future Motivation to Co-create," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 64-81.

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