Customer Co-Production and Service Innovation Characteristics: A Conceptual Argument

Mohammadali Zolfagharian () and Audhesh K. Paswan
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Mohammadali Zolfagharian: University of Texas–Rio Grande Valley
Audhesh K. Paswan: University of North Texas

A chapter in Adoption of Innovation, 2015, pp 57-73 from Springer

Abstract: Abstract With the servuction system as its overarching framework, this chapter aims to understand how the customer’s perception of service innovation characteristics is influenced by his/her co-production of the service for self (CPS) and the co-production of the service for others (CPO). A set of propositions articulate these relationships: (a) shifts in CPS and CPO are positively related to perceived relative advantage and negatively to perceived risk; (b) upward and downward shifts in CPS and CPO reduce perceived compatibility; and (c) shifts in CPS and CPO are inversely and positively related to perceived complexity, respectively. Since the nature of a service and its managerial consequences are intertwined, our findings in the two spheres of customer co-production (CPS and CPO) have important implications for service researchers and managers with respect to both short- and long-term service operation issues.

Keywords: Relative Advantage; Innovation Characteristic; Service Production; Service Firm; Service Innovation (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-14523-5_5

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DOI: 10.1007/978-3-319-14523-5_5

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