Purpose – In line with the precepts of Service-Dominant Logic (SDL), the current study aims to devise a measurement framework of customer value co-creation practices during the service process. Design/ Methodology/ Approach – Answering the call of McColl-Kennedy et al. (2012), the present study develops a general conceptual model for the measurement of customer value co-creation behavior, in line with the procedure elaborated by Churchill (1979). In particular, our paper focuses on the first stage of the protocol, corresponding to the specification of the domain of the construct. Findings – The study shows that the scale for measuring behavioral processes in customer value cocreation has an implicit hierarchical structure based on eight activities to ensure adequate semantic coverage of the concept: cerebral activities, cooperation, information research and collation, the combination of complementary activities, changes in habits, co-production, co-learning and connection. Moreover, the work highlights that the analysis of customer value co-creation behavior leads to three diverse steps of value co-creation and various levels of interaction. Originality/value – By systematizing the construct of customer value co-creation behavior within a comprehensive framework, the conceptual model attempts to fill a gap evidenced by previous research in order to show that actions performed by users during the value co-creation process strictly conform to SDL assumptions. Moreover, the framework underpinning the practical application of SDL principles could benefit future practitioners and suggest interesting implications for future research

Measuring customer value co-creation behavior: developing a conceptual model based on Service-Dominant Logic

Tommasetti A.;Troisi O.
;
Vesci M.
2017-01-01

Abstract

Purpose – In line with the precepts of Service-Dominant Logic (SDL), the current study aims to devise a measurement framework of customer value co-creation practices during the service process. Design/ Methodology/ Approach – Answering the call of McColl-Kennedy et al. (2012), the present study develops a general conceptual model for the measurement of customer value co-creation behavior, in line with the procedure elaborated by Churchill (1979). In particular, our paper focuses on the first stage of the protocol, corresponding to the specification of the domain of the construct. Findings – The study shows that the scale for measuring behavioral processes in customer value cocreation has an implicit hierarchical structure based on eight activities to ensure adequate semantic coverage of the concept: cerebral activities, cooperation, information research and collation, the combination of complementary activities, changes in habits, co-production, co-learning and connection. Moreover, the work highlights that the analysis of customer value co-creation behavior leads to three diverse steps of value co-creation and various levels of interaction. Originality/value – By systematizing the construct of customer value co-creation behavior within a comprehensive framework, the conceptual model attempts to fill a gap evidenced by previous research in order to show that actions performed by users during the value co-creation process strictly conform to SDL assumptions. Moreover, the framework underpinning the practical application of SDL principles could benefit future practitioners and suggest interesting implications for future research
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11386/4680849
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