Motivation triggers for customer participation in value co-creation

Freida C. Palma, Silvana Trimi () and Soon-Goo Hong
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Freida C. Palma: University of Belize
Silvana Trimi: University of Nebraska- Lincoln
Soon-Goo Hong: Dong-A University

Service Business, 2019, vol. 13, issue 3, No 6, 557-580

Abstract: Abstract Innovative new ideas are no longer bound by internal R&D efforts of the organisation. Many successful innovation ideas stem from external sources, especially engaged customers. This study investigates motivation triggers for customer participation in co-creation of value with the firm by using a dual-research approach: grounded theory to explore the factors that motivate customers to participate in value co-creation, and a survey to identify the primary triggers of customer value co-creation. Six primary triggers identified were affiliation, expertise, expression and experience, recognition, community and tangible reward. The results contribute to the literature on co-creation as well as to practicing managers for formulating effective customer engagement.

Keywords: Co-creation; Customer participation; Customer motivation; Value creation; Open innovation (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (11)

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DOI: 10.1007/s11628-018-00395-w

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