Articlehybrid2021

Value co-creation in the B2B context: a conceptual framework and its implications

Buddhi Pathak · Mona Ashok · Yin Leng Tan

40 citations0/0 files storedService Industries Journal

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Service and Product Innovation Customer Service Quality and Loyalty Corporate Governance and Management

Abstract

This study aims to bring a renewed focus on Value Co-Creation (VCC) between an organisation (service provider) and its customers in the business-to-business (B2B) context. From the literature review, a conceptual framework of factors affecting VCC was developed by adding Customer to the Technology-Organisation-Environment framework (T-O-E). The enhanced Customer-Organisation-Technology-Environment (C-O-T-E) framework was empirically investigated from the focal firms’ perspectives using semi-structured interviews with seventeen executives from knowledge-intensive service organisations. The research captured a total of sixteen factors affecting VCC and highlighted co-conception for competition as a new form of co-creation, where the customer-service provider’s long-term relationship positively enables a competitive strategy. These findings have significant implications for how service providers achieve competitive advantage in a challenging B2B marketplace.

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References

2006Using thematic analysis in psychology 1994The Commitment-Trust Theory of Relationship Marketing 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1990Qualitative evaluation and research methods 2007Service-dominant logic: continuing the evolution 2004Co-creation experiences: The next practice in value creation 1986Case study research: Design and methods 2015Institutions and axioms: an extension and update of service-dominant logic

Cited by

2023The evolution of B2B strategies in the rise of value co-creation and service management 2023A multi-method bibliometric review of value co-creation research 2022Exploring the knowledge structure of the relationship between value co-creation and customer satisfaction 2022Combining strategies for high service productivity with successful service innovation 2024Employee motivations in shaping customer value co-creation attitude and behavior: Job position as a moderator 2024Thirty Years of Research and Methodologies in Value Co-Creation and Co-Design

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