No Access

THE WILLINGNESS OF A CUSTOMER TO CO-CREATE INNOVATIVE, TECHNOLOGY-BASED SERVICES: CONCEPTUALISATION AND MEASUREMENT

MATTHIAS HANDRICH

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

Search for more papers by this author

and

SVEN HEIDENREICH

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

Search for more papers by this author

https://doi.org/10.1142/S1363919613500114Cited by:19 (Source: Crossref)

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.

Keywords:

References

H. I. Ansoff, California Management Review 18(2), 21 (1976). Crossref, Web of Science, Google Scholar
J. L. Arbuckle , AMOS 18.0 User's Guide ( SPSS Inc , Chicago, IL , 2009 ) . Google Scholar
R. Argawal, Decision Science 30(2), 361 (1999). Crossref, Web of Science, Google Scholar
S. Auhet al., Journal of Retailing 83(3), 359 (2007). Crossref, Web of Science, Google Scholar
R. P. Bagozzi and U. M. Dholakia, International Journal of Research in Marketing 23(1), 45 (2006). Crossref, Web of Science, Google Scholar
F. M. Bass and W. L. Wilkie, Journal of Marketing Research 10(3), 262 (1973). Crossref, Web of Science, Google Scholar
G. Basselier and I. Benbasat, Managing Information Systems Quarterly 28(4), 673 (2004). Crossref, Web of Science, Google Scholar
J. E. G. Bateson, Journal of Retailing 61(3), 49 (1985). Web of Science, Google Scholar
H. Baumgartner and J. Steenkamp, International Journal of Research in Marketing 13(2), 121 (1996). Crossref, Google Scholar
N. Bendapudi and R. P. Leone, Journal of Marketing 67(1), 14 (2003). Crossref, Web of Science, Google Scholar
M. J. Bitneret al., International Journal of Service Industry Management 8(3), 193 (1997). Crossref, Google Scholar
R. Bolton and J. Drew, Journal of Consumer Research 17(4), 375 (1991). Crossref, Web of Science, Google Scholar
R. Bolton and S. Saxena-Iyer, Journal of Interactive Marketing 23(1), 91 (2009). Crossref, Web of Science, Google Scholar
G. C. Bruner and A. Kumar, Journal of the Academy of Marketing Science 35(3), 329 (2007). Crossref, Web of Science, Google Scholar
T. A. Burnham, J. K. Frels and V. Mahajan, Journal of the Academy of Marketing Science 31(2), 109 (2003). Crossref, Web of Science, Google Scholar
K. W. Chan, Y. Chi Kin and S. K. Lam, Journal of Marketing 74(3), 48 (2010). Crossref, Web of Science, Google Scholar
J. Chen, H. T. Tsou and A. Huang, Journal of Service Research 12(1), 36 (2009). Crossref, Web of Science, Google Scholar
H. W. Chesbrough, MIT Sloan Management Review 44(3), 35 (2003). Web of Science, Google Scholar
T. L. Childerset al., Journal of Retailing 77(4), 511 (2001). Crossref, Web of Science, Google Scholar
W. W. Chin, Modern Methods for Business Research, ed. G. A. Marcoulides (Lawrence Erlbaum Associates, Mahwah NJ, 1998) pp. 295–336. Google Scholar
W. W. Chin, Handbook of Partial Least Squares: Concepts, Methods and Applications, eds. E. Vinziet al. (Springer, Heidelberg, Dordrecht, London, New York, 2010) pp. 655–690. Crossref, Google Scholar
Chua, C and JC Sweeney (2003). Customer participation in service production: Development of a multidimensional scale. Paper presented at Australia and New Zealand Marketing Academy Conference, Adelaide, Australia, December . Google Scholar
G. A. Churchill, Marketing Research — Methodological Foundations, 5th edn. (Harcourt School, Fort Worth, 1991). Google Scholar
L. A. Clark and D. Watson, Psychological Assessment 7(3), 309 (1995). Crossref, Web of Science, Google Scholar
J. Cotte and S. L. Wood, Journal of Consumer Research 31(1), 78 (2004). Crossref, Web of Science, Google Scholar
P. J. Curran and M. L. Meuter, Journal of Services Marketing 19(2), 103 (2006). Crossref, Google Scholar
P. J. Curran, S. West and J. F. Finch, Psychological Methods 1(1), 16 (1996). Crossref, Web of Science, Google Scholar
P. Dabholkar, Developments in Marketing Science, ed. B. J. Dunlap (Academy of Marketing Science, Cullowhee, NC, 1990) pp. 483–487. Google Scholar
P. A. Dabholkar, D. I. Thorpe and J. O. Rentz, Journal of the Academy of Marketing Science 24(1), 3 (1996). Crossref, Google Scholar
P. A. Dabholkar, L. M. Bobbitt and E.-J. Lee, International Journal of Service Industry Management 14(1), 59 (2003). Crossref, Google Scholar
P. A. Dabholkar and R. P. Bagozzi, Journal of the Academy of Marketing Science 30(3), 184 (2002). Crossref, Web of Science, Google Scholar
D. de Grosbois, International Journal of Innovation Management 14(5), 915 (2010). Link, Google Scholar
Destatis (2011). Statistisches Bundesamt Deutschland. Bevölkerung in Deutschland . Google Scholar
Y. Ding and G. Ng , Value co-creation: A study on the use of mobile apps , Proc. QUIS 12 — 12th Int. Research Symp. on Service Excellence in Management ( Cayuga Press , Ithaca, NY , 2011 ) . Google Scholar
W. B. Dodds and K. B. Monroe, Journal of Marketing Research 28(3), 307 (1991). Crossref, Web of Science, Google Scholar
B. Dong, K. R. Evans and S. Zou, Journal of the Academy of Marketing Science 36(1), 123 (2008). Crossref, Web of Science, Google Scholar
H. Droege, D. Hildebrand and M. A. Heras Forcada, Journal of Service Management 20(2), 131 (2009). Crossref, Web of Science, Google Scholar
C. T. Ennew and M. R. Binks, Journal of Business Research 46(1), 121 (1999). Crossref, Web of Science, Google Scholar
M. Etgar, Journal of the Academy of Marketing Science 36(1), 97 (2008). Crossref, Web of Science, Google Scholar
C. Fornell and D. F. Larcker, Journal of Marketing Research 18(1), 39 (1981). Crossref, Web of Science, Google Scholar
N. Franke and F. Piller, Journal of Product Innovation Management 21(6), 401 (2004). Crossref, Web of Science, Google Scholar
N. Franke and M. Schreier, Journal of Product Innovation Management 27(7), 1020 (2010). Crossref, Web of Science, Google Scholar
N. Franke, P. Keinz and C. J. Steger, Journal of Marketing 73(1), 103 (2009). Crossref, Web of Science, Google Scholar
D. Gefen, D. W. Straub and M.-C. Boudreau, Communications of the Association for Information Systems 7(7), 1 (2000). Google Scholar
C. Goodwin, Journal of Services Marketing 2(4), 71 (1988). Crossref, Google Scholar
C. Grönroos, Marketing Theory 11(3), 279 (2011). Crossref, Web of Science, Google Scholar
J. F. Hairet al., Multivariate Data Analysis, 7th edn. (Prentice Hall, Englewood Cliffs, NJ, 2009). Google Scholar
E. C. Hirschman, Journal of Business Research 12(1), 115 (1984). Crossref, Web of Science, Google Scholar
T. Hirunyawipada and A. K. Paswan, Journal of Consumer Marketing 23(4), 182 (2006). Crossref, Google Scholar
C. Homburg and A. Giering, Marketing ZFP 18(1), 5 (1996). Crossref, Google Scholar
W. D. Hoyeret al., Journal of Service Research 13(3), 283 (2010). Crossref, Web of Science, Google Scholar
A.-T. Hsieh, C.-H. Yen and K.-C. Chin, International Journal of Service Industry Management 15(2), 187 (2004). Crossref, Google Scholar
M. K. Hui and J. E. G. Bateson, Journal of Consumer Research 18(2), 174 (1991). Crossref, Web of Science, Google Scholar
S. Im, B. L. Bayus and C. H. Mason, Journal of Academy of Marketing Science 31(1), 61 (2003). Crossref, Web of Science, Google Scholar
J. Jacoby, G. J. Szybillo and C. K. Berning, Journal of Consumer Research 2(4), 320 (1976). Crossref, Web of Science, Google Scholar
C. B. Jarvis, S. B. MacKenzie and P. M. Podsakoff, Journal of Consumer Research 30(2), 199 (2003). Crossref, Web of Science, Google Scholar
M. Joneset al., Journal of Business Research 56(7), 505 (2003). Crossref, Web of Science, Google Scholar
Juniper Research (2011). Mobile ticketing markets analysis, strategic opportunities & forecasts 2011–2015. Juniper Research, Hampshine, UK . Google Scholar
A. T. Kearney , European Mobile Industry Observatory ( London , 2009 ) . Google Scholar
J. Kim and S. Forsythe, Psychology & Marketing 25(9), 901 (2008). Crossref, Web of Science, Google Scholar
P. Kristensson, J. Matthing and N. Johansson, International Journal of Service Industry Management 19(4), 474 (2008). Crossref, Google Scholar
C. A. Lengnick-Hall and V. Claycomb, European Journal of Marketing 34(4), 359 (2000). Crossref, Web of Science, Google Scholar
C. Lin, H.-Y. Shih and P. J. Sher, Psychology & Marketing 24(7), 641 (2007). Crossref, Web of Science, Google Scholar
C. Lin and P.-L. Hsieh, International Journal of Service Industry Management 17(5), 497 (2006). Crossref, Google Scholar
J.-B. Lohmöller , Latent Variable Path Modeling with Partial Least Squares ( Physica-Verlag , Heidelberg , 1989 ) . Crossref, Google Scholar
R. F. Lusch and S. Vargo , The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions ( M. E. Sharpe , Almonk, NY , 2006 ) . Google Scholar
R. F. Lusch, S. Vargo and M. O'Brien, Journal of Retailing 83(1), 5 (2007). Crossref, Web of Science, Google Scholar
S. B. MacKenzie, P. M. Podsakoff and C. B. Jarvis, Journal of Applied Psychology 90(4), 710 (2005). Crossref, Web of Science, Google Scholar
K. C. Manning , W. O. Bearden and T. J. Madden , Journal of Consumer Psychology 4 , 329 ( 1995 ) . Crossref, Google Scholar
J. Matthing, B. Sanden and B. Edvardsson, International Journal of Service Industry Management 15(5), 479 (2004). Crossref, Google Scholar
J. Matthinget al., Journal of Services Marketing 20(5), 288 (2006). Crossref, Google Scholar
McColl-Kennedy, JR, S Vargo, T Dagger and JC Sweeney (2009). Customers as resource integrators: Styles of customer co-creation. Paper presented at the 2009 Naples Forum on Services, Service-Dominant Logic, Service Science, and Network Theory, Capri, Italy, June . Google Scholar
M. L. Meuteret al., Journal of Marketing 64(3), 50 (2000). Crossref, Web of Science, Google Scholar
M. L. Meuteret al., Journal of Marketing 69(2), 61 (2005). Crossref, Web of Science, Google Scholar
S. Michel, S. W. Brown and A. S. Gallan, Journal of the Academy of Marketing Science 36(1), 54 (2008). Crossref, Web of Science, Google Scholar
D. F. Midgley and G. R. Dowling, Journal of Consumer Research 19(4), 611 (1993). Crossref, Web of Science, Google Scholar
L. A. Mohr and M. J. Bitner, Journal of Business Research 32(3), 239 (1995). Crossref, Web of Science, Google Scholar
O. Nov and C. Ye, Journal of the American Society for Information Science and Technology 60(8), 1702 (2009). Crossref, Web of Science, Google Scholar
M. S. O'Hern and A. Rindfleisch, Review of Marketing Research 6(1), 84 (2009). Crossref, Web of Science, Google Scholar
A. L. Ostrom and D. Iacobucci, Journal of Marketing 59(1), 17 (1995). Crossref, Web of Science, Google Scholar
A. L. Ostromet al., Journal of Service Research 13(1), 4 (2010). Crossref, Web of Science, Google Scholar
A. Oyedele and P. M. Simpson, International Journal of Service Industry Management 18(3), 287 (2007). Crossref, Google Scholar
J. Paasi, K. Valkokari and T. Rantala, International Journal of Innovation Management 14(6), 1047 (2010). Link, Google Scholar
A. F. Payne, K. Storbacka and P. Frow, Journal of the Academy of Marketing Science 36(1), 83 (2008). Crossref, Web of Science, Google Scholar
C. K. Prahalad and V. Ramaswamy, Journal of Interactive Marketing 18(3), 5 (2004). Crossref, Google Scholar
M. Pura, Managing Service Quality 15(6), 509 (2005). Crossref, Google Scholar
R. Ramaswamy , Design and Management of Service Processes ( Addison–Wesley Pub. Co , Reading, MA , 1996 ) . Google Scholar
Reichwald, R and F Piller (2009). Interaktive Wertschöpfung: Open Innovation, Individualisierung und neue Formen der Arbeitsteilung, 2nd Auflage. Wiesbaden: Gabler Verlag . Google Scholar
M. J. Reinders, P. A. Dabholkar and R. T. Frambach, Journal of Service Research 11(2), 107 (2008). Crossref, Web of Science, Google Scholar
E. M. Rogers , Diffusion of Innovations , 1st edn. ( Free Press , New York, NY , 1995 ) . Google Scholar
E. M. Rogers and F. F. Shoemaker , Communication of Innovations ( Free Press , New York, NY , 1971 ) . Google Scholar
M. D. Ruizet al., Journal of Business Research 61(12), 1278 (2008). Crossref, Web of Science, Google Scholar
R. T. Rust, P. K. Kannan and N. Peng, Journal of the Academy of Marketing Science 30(4), 455 (2002). Crossref, Web of Science, Google Scholar
R. T. Rust and T. S. Chung, Marketing Science 25(6), 560 (2006). Crossref, Web of Science, Google Scholar
R. Sánchez-Fernández and M. A. Iniesta-Bonillo, Marketing Theory 7(4), 427 (2007). Crossref, Google Scholar
M. Sarstedt, M. Schwaiger and C. M. Ringle, Journal of Business Market Management 3(3), 185 (2009). Crossref, Google Scholar
R. Schneider, L. Hough and M. Dunnette, Journal of Organizational Behavior 17(6), 639 (1996). Crossref, Web of Science, Google Scholar
M. Schreier, Journal of Consumer Behaviour 5(4), 317 (2006). Crossref, Google Scholar
A. Shen and A. D. Ball, Journal of Services Marketing 23(2), 80 (2009). Crossref, Web of Science, Google Scholar
I. Simonson, Journal of Marketing 69(1), 32 (2005). Crossref, Web of Science, Google Scholar
J.-B. E. M. Steenkamp, F. Hofstede and M. Wedel, Journal of Marketing 63(2), 55 (1999). Crossref, Web of Science, Google Scholar
J. C. Sweeney and G. N. Soutar, Journal of Retailing 77(2), 203 (2001). Crossref, Web of Science, Google Scholar
The Nielsen Company (2010). The State of Mobile Apps. Created for the AppNation conference with insights from the Nielsen company's Mobile Apps Playbook, New York . Google Scholar
L. G. Tornatzky and K. J. Klein, IEEE Transactions on Engineering Management 29(1), 28 (1982). Crossref, Web of Science, Google Scholar
A. Valenzuela, R. Dhar and F. Zettelmeyer, Journal of Marketing Research 46(6), 754 (2009). Crossref, Web of Science, Google Scholar
J. van Beuningenet al., Journal of Service Research 11(4), 407 (2009). Crossref, Web of Science, Google Scholar
S. Vargo and R. F. Lusch, Journal of the Academy of Marketing Science 36(1), 1 (2008). Crossref, Web of Science, Google Scholar
Venaik, S (1999). A model of global marketing in multinational firms: An empirical investigation. Unpublished doctoral dissertation, Auatrialian Graduate School of Management, Sydney . Google Scholar
M. P. Venkatraman and L. P. Price, Journal of Business Research 20(4), 293 (1990). Crossref, Web of Science, Google Scholar
R. W. Veryzer, Journal of Product Innovation Management 15(4), 304 (1998). Crossref, Web of Science, Google Scholar
E. von Hippel , Democratizing Innovation ( MIT Press , Cambridge, MA , 2005 ) . Crossref, Google Scholar
L. Witellet al., Journal of Service Management 22(2), 140 (2011). Crossref, Web of Science, Google Scholar
C. Xie, R. P. Bagozzi and S. V. Troye, Journal of the Academy of Marketing Science 36(1), 109 (2008). Crossref, Web of Science, Google Scholar
H. R. Yen, K. P. Gwinner and W. Su, International Journal of Service Industry Management 15(1), 7 (2004). Crossref, Google Scholar
J. L. Zaichkowsky, Journal of Consumer Research 12(3), 341 (1985). Crossref, Web of Science, Google Scholar
V. A. Zeithaml, Journal of Marketing 52(3), 2 (1988). Crossref, Web of Science, Google Scholar
P. Zhang, N. Li and H. Sun, Affective quality and cognitive absorption: Extending technology acceptance research, Proc. 39th Hawaii Int. Conf. on Systems Sciences (Hawaii IEEE Computer Society, Kauia, HI, 2006) p. 207a. Google Scholar
Z. Zhu, C. Nakata and K. Silvakumar, Journal of the Academy of Marketing Science 35(4), 492 (2007). Crossref, Web of Science, Google Scholar

Remember to check out the Most Cited Articles!
Be inspired by these New Titles in Business and Management

Vol. 17, No. 04

Metrics

History

Published: 27 August 2013

Keywords

PDF download

Adblock Plus Instructions

Adblock Instructions

uBlock Origin Instructions

uBlock Instructions

Adguard Instructions

Brave Instructions

Adremover Instructions

Adblock Genesis Instructions

Super Adblocker Instructions

Ultrablock Instructions

Ad Aware Instructions

Ghostery Instructions

Firefox Tracking Protection Instructions

Duck Duck Go Instructions

Privacy Badger Instructions

Disconnect Instructions

Opera Instructions

System Upgrade on Tue, Oct 25th, 2022 at 2am (EDT)

THE WILLINGNESS OF A CUSTOMER TO CO-CREATE INNOVATIVE, TECHNOLOGY-BASED SERVICES: CONCEPTUALISATION AND MEASUREMENT

Abstract

References

Select your blocker:

Adblock Plus Instructions

Adblock Instructions

uBlock Origin Instructions

uBlock Instructions

Adguard Instructions

Brave Instructions

Adremover Instructions

Adblock Genesis Instructions

Super Adblocker Instructions

Ultrablock Instructions

Ad Aware Instructions

Ghostery Instructions

Firefox Tracking Protection Instructions

Duck Duck Go Instructions

Privacy Badger Instructions

Disconnect Instructions

Opera Instructions

System Upgrade on Tue, Oct 25th, 2022 at 2am (EDT)

THE WILLINGNESS OF A CUSTOMER TO CO-CREATE INNOVATIVE, TECHNOLOGY-BASED SERVICES: CONCEPTUALISATION AND MEASUREMENT

Abstract

References

Recommended