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

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Adoption of Innovation

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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.

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Authors and Affiliations

  1. University of Texas–Rio Grande Valley, Edinburg, TX, USA

    Mohammadali Zolfagharian

  2. University of North Texas, Denton, TX, USA

    Audhesh K. Paswan

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  1. Mohammadali Zolfagharian
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  2. Audhesh K. Paswan
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Correspondence to Mohammadali Zolfagharian .

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Editors and Affiliations

  1. The Mads Clausen Institute, University of Southern Denmark, Sønderborg, Denmark

    Alexander Brem

  2. Business Policy Department, EADA Business School, Barcelona, Spain

    Éric Viardot

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Zolfagharian, M., Paswan, A.K. (2015). Customer Co-Production and Service Innovation Characteristics: A Conceptual Argument. In: Brem, A., Viardot, É. (eds) Adoption of Innovation. Springer, Cham. https://doi.org/10.1007/978-3-319-14523-5_5

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