Hilton, Toni and Hughes, Tim (2008) Co-production and co-creation using self-service technology: the application of service-dominant logic. In: Otago Forum 2: the service-dominant logic of marketing: from propositions to practice, 08 - 12 Dec 2008, University of Otago, Dunedin, New Zealand. (Unpublished)
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Official URL: http://www.commerce.otago.ac.nz/Marketing/events/O...
Research on how customers engage in the co-creation processes envisaged by the Servicedominant logic paradigm is currently limited and even less work has been published on frameworks for organizations to manage the co-creation process. This conceptual paper examines a particular aspect of co-creation: co-production as a result of the application of self-service technology (SST). We propose a conceptual framework for co-production, which emphasizes the need to understand productivity from the point of view of the customer, and demonstrate how this can be applied in both consumer (b2c) and interorganizational(b2b) contexts. We conclude that service organizations might benefit from clearly identifying co-production with task-performance, and co-creation with the valueattributing aspects of the customer service experience. Both aspects generate a range of design and management challenges for suppliers particularly the need to understand the cocreation process 'outputs' desired by customers and the full costs of moving away from person to person interaction.
|Item Type:||Conference or Workshop Item (Paper)|
|Additional Information:||Invited paper presentation.|
|Research Community:||University of Westminster > Westminster Business School|
|Deposited On:||23 Mar 2010 10:18|
|Last Modified:||23 Mar 2010 10:18|
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