A Mathematical Model of Value Co-Creation Dynamics Using a Leverage Mechanism

Tatsunori Hara, Satoko Tsuru and Seiichi Yasui
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Tatsunori Hara: Organization for Interdisciplinary Research Projects, The University of Tokyo, Tokyo 113-8656, Japan
Satoko Tsuru: Organization for Interdisciplinary Research Projects, The University of Tokyo, Tokyo 113-8656, Japan
Seiichi Yasui: Organization for Interdisciplinary Research Projects, The University of Tokyo, Tokyo 113-8656, Japan

Sustainability, 2022, vol. 14, issue 11, 1-15

Abstract: Service marketing for sustainability can be addressed in studies on human wellbeing promoted by delight and value co-creation within service systems. However, there is scant research on formal models of value co-creation dynamics with respect to customer delight. This study aimed to formulate a mathematical model of value co-creation dynamics based on a “seesaw catapult” using a lever system. This is based on the concept presented in ISO/TS 24082 and involved service providers’ customer centricity and customers’ active participation. We solved the maximization problem for a ball’s height (i.e., customer experience) by optimizing customers’ active participation and the scale of data collection. Theoretical analysis of rotational motion dynamics revealed nonlinear, complementary, and trade-off relationships in the model. Optimal conditions for the variables were obtained, and additional conditions of the service provider’s customer centricity were derived to achieve customer delight. In this study, a switchback co-creation process of the service system was constructed based on these findings. This study contributes to the value co-creation literature by providing a normative model of co-creation dynamics that enables deductive development and generates various co-creation processes. Service marketing sustainability can be expanded by exploring appropriate co-creation scenarios that maintain and engage people in service systems.

Keywords: co-creation; dynamics of rotational motion; lever system; customer centricity; customer participation; customer delight; service excellence; nonlinearity; trade-off; service engineering (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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