In:
Journal of Services Marketing, Emerald, Vol. 36, No. 7 ( 2022-09-06), p. 940-951
Abstract:
Understanding customers’ expertise for better service co-creation is of great importance. To be an effective co-creator, customers need to have much more knowledge than a basic literacy, which is appropriate for passive service consumption. This paper aims to propose the concept of customer service co-creation literacy (SCL) to capture not only the basic expertise but also the expertise for active service co-creation. This study then investigates how SCL can be cultivated and how it facilitates customer co-creation behavior, which subsequently leads to enhanced value. Design/methodology/approach A conceptual model was developed and tested in the health-care service context using a sample of 310 patients. CB-SEM/AMOS software package was used for data analysis. Findings SCL has different impacts on three components of co-creation behavior, which in turn influence the service value differently. SCL not only solely facilitates co-creation behavior but also directly increases customer value. SCL can be cultivated by social support and frontline employee interaction. Practical implications The findings offer managerial and societal implications for cognitive interventions to develop customers’ SCL, which is aligned to customers’ needed literacy for co-creation and well-being. Originality/value The newly proposed concept of SCL is shown to be more appropriate in research adopting the service-dominant logic. Its importance as one type of customer operant resource for value co-creation is underscored. Findings also uncover how other actors indirectly contribute to customers’ value co-creation via developing their SCL resources.
Type of Medium:
Online Resource
ISSN:
0887-6045
,
0887-6045
DOI:
10.1108/JSM-09-2021-0323
Language:
English
Publisher:
Emerald
Publication Date:
2022
detail.hit.zdb_id:
2020791-8
SSG:
3,2
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