Value co-creation and customer loyalty

Extant service research considers several aspects of customer participation (CP) but lacks a clear and inclusive typology that delineates CP’s domain, scope, or boundaries. To address this gap, the authors build on a review of extant literature and propose a typology to classify CP into three categories—mandatory, replaceable, and voluntary. They demonstrate how this proposed typology improves the conceptual and empirical clarity of CP research. More specifically, the authors (1) suggest using “customer participation” to replace other terminologies such as coproduction and cocreation to reduce confusion; (2) conceptualize CP, customer engagement, and customer innovation as related but distinct concepts; (3) use the proposed typology to extend existing conceptualizations, integrate prior empirical research, and reconcile conflicting findings. Building on the enhanced conceptual clarity, managerial implications and future research directions are discussed.

Customer participation in services: domain, scope, and boundaries

Value co-creation in a sharing economy: The end of price wars?

Value co-creation and customer citizenship behavior

Customer participation and citizenship behavior effects on turnover intention

Purpose – The greater part of the academic literature coincides in highlighting the positive influence that consumer participation has on the value created in service delivery. In this sense, research stands out which studies the consumer's role as a value co-creator in the service. However, there are few studies which analyze the consequences of co-creation behavior from the customer perspective. This research aims to fill this gap. To do so, it sets out from the measuring of co-creation from the perspective of the customers themselves and proposes that there is a direct relationship between value co-creation behavior and customer satisfaction with the service experience. Design/methodology/approach – To verify the hypothesis proposed, adults over 18 were personally interviewed. They had to be regular users of firms in the beauty parlor and personal care sector. The data collection finished with 547 duly-completed questionnaires. The SPSS 20 and AMOS 20 statistical programs were used for the data analysi...

The value co-creation process as a determinant of customer satisfaction

– This study aims to examine the relationship between a firm's market orientation, product innovation success and market performance., – Data for the empirical research is obtained from a sample of innovative industrial enterprises based in Andalusia (Southern Spain), all of which were required to have introduced a new product in the preceding three years and to have more than 20 employees. Data collection was conducted by means of a postal survey of 294 firms. The respondents were either the director of the marketing department or the general manager. In all, 85 questionnaires were completed correctly by firms and included in the study, a response rate of 28.91 per cent., – The results support a positive relationship between market orientation and new product success, providing also partial confirmation of the moderating role of “product newness” in the relationship between market orientation and new product performance., – This work contributes to the literature as follows. First, it addresses the previously neglected question of the influence of MO on dimensions other than organisational performance (in the broad sense). The literature has suggested that MO improves the performance of innovations, but few studies have examined the relationship between MO and the characteristics of new products (such as degree of newness and success); nor have they examined the moderating role of degree of product newness. Second, the study provides empirical evidence that the relationship between MO and product innovation is influenced by the degree of product newness for the market (NM).

Does the firm's market orientation behaviour influence innovation's success?

espanolEl objetivo de este proyecto es poner en contacto los intereses de las empresas con los temas a desarrollar en un trabajo fin de grado (TFG) en la Facultad de Ciencias Economicas y Empresariales de la Universidad de Sevilla. Para ello, se disena una web que facilite la solicitud de los temas que puedan interesar a las empresas. Una vez solicitado el tema, este se puede asignar a los alumnos que en dicho curso van a realizar su TFG. Los resultados obtenidos, ponen de manifiesto un importante interes inicial de las empresas por este proyecto que se manifiesta en el numero de solicitudes que se han formalizado, a pesar del poco tiempo que lleva funcionando la web. Asimismo, los alumnos que estan participando en el proyecto elaborando su TFG para cubrir la demanda de un tema propuesto por una empresa se muestran ilusionados. Gracias a este proyecto se facilita la transferencia de conocimiento entre Universidad-Empresa y se favorece el contacto del alumno con la realidad empresarial. EnglishThe aim of this project is to facilitate the contact between Universidad and Firms, using a web which let to firms select themes in order to be developed in Graduated Finish Work in the Faculty of Economics and Business Sciences of the University of Seville. To do so, are raised the following actions: organizing different training activities; acquiring the necessary equipment and software; and hiring technical assistance. The results obtained show an important initial firm interest by this tool which is manifested with number of asked themes by the firms, instead of few time to try this web. Furthermore, the students who are participating in this project like very interested in developed these asked themes. To the future, It would interesting to include others department of the Faculty of Economics and Business Sciences of University of Seville and the students could choose these Graduated Finish Works depending to their academic record. This project facilitates knowledge transfer between University-Firm and enabling student’s contact with bussines reality.

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Adquisición de competencias y aprendizaje en colaboración con las empresas

The aim of this work is to investigate the impact of entrepreneurial orientation (EO) on the performance of firms belonging to the hotel industry. To do so, an empirical study is carried out with a sample of 79 independent hotels, all located in the south of Spain. The results suggest that there is a significant and negative result between EO and financial performance, measured in objective terms. This result is due to the willingness to innovate, to take risks, to carry out self-directed actions and be more proactive and aggressive than competitors entailing a cost for the organization which has a negative short-term effect.

Francisco J. Cossío-Silva

Papers

The value co-creation process as a determinant of customer satisfaction

Customer participation and citizenship behavior effects on turnover intention

Does the firm's market orientation behaviour influence innovation's success?

Adquisición de competencias y aprendizaje en colaboración con las empresas

The Effect of Entrepreneurial Orientation on Results: An Application to the Hotel Sector