Advertisement

Co-Production in the Service Production and Delivery Process – Conceptualization and Future Research Fields

  • Nicola Bilstein

Zusammenfassung

The customer is the integral part of a service process. Without him giving information or contributing effort, a service cannot be created. The degree of this customer participation varies across different services. In some services, only the physical presence of a customer is necessary while the provider's employees perform the service production independently. For the production of other services in turn, customers must participate in several service operations by allocating inputs, like tangible possessions, natural resources, information etc., or by actively co-producing the service by taking over central production roles. Irrespective of the degree of customer participation, it can be stated that for every service transaction a minimum of customer input (e.g. information) is obligatory.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Literature

  1. Auh, S./Bell, S.J./McLeod, C. S./Shih, E. (2007): Co-Production and Customer Loyalty in Financial Services, in: Journal of Retailing, Vol. 83 (3), p. 359–370.CrossRefGoogle Scholar
  2. Bateson, J.E.G. (1985): Self-Service Consumer: An Exploratory Study., in: Journal of Retailing, Vol. 61 (3), p. 49–76.Google Scholar
  3. Beatson, A./Coote, L. V./Rudd, J.M. (2006): Determining Consumer Satisfaction and Commitment Through Self-Service Technology and Personal Service Usage, in: Journal of Marketing Management, Vol. 22 (7/8), p. 853–882.CrossRefGoogle Scholar
  4. Bendapudi, N./Leone, R.P. (2003): Psychological Implications of Customer Participation in Co-Production, in: Journal of Marketing, Vol. 67 (1), p. 14–28.CrossRefGoogle Scholar
  5. Bettencourt, L.A./Ostrom, A.L./Brown, S.W./Roundtree, R.I. (2002): Client Co-Production in Knowledge-Intensive Business Services, in: California Management Review, Vol. 44 (4), p. 100–128.Google Scholar
  6. Bitner, M.J./Faranda, W.T./Hubbert, A.R./Zeithaml, V.A. (1997): Customer Contributions and Roles in Service Delivery, in: International Journal of Service Industry Management, Vol. 8 (3), p. 193–205.CrossRefGoogle Scholar
  7. Bowen, D.E. (1986): Managing Customers as Human Resources in Service Organizations., in: Human Resource Management, Vol. 25 (3), p. 371–383.CrossRefGoogle Scholar
  8. Bowers, M.R./Martin, C.L./Luker, A. (1990): Trading Places: Employees as Customer, Customers as Employees, in: Journal of Services Marketing, Vol. 4 (2), p. 55–69.CrossRefGoogle Scholar
  9. Bruhn, M./Stauss, B. (2009): Kundenintegration im Dienstleistungs-management - Eine Einführung in die theoretischen und praktischen Problemstellungen, in: Bruhn, M./Stauss, B. (Ed.): Kundenintegration. Forum Dienstleistungsmanagement, Wiesbaden, p. 3–33.Google Scholar
  10. Büttgen, M. (2007): Kundenintegration in den Dienstleistungsprozess. Eine verhaltenswissenschaftliche Untersuchung, Wiesbaden.Google Scholar
  11. Cermak, D.S.P./File, K.M. (1994): Customer Participation in Service Specification and Delivery, in: Journal of Applied Business Research, Vol. 10 (2), p. 90–97.Google Scholar
  12. Chan, K.W./Yim(Bennett), C.K./Lam, S.S.K (2010): Is Customer Participation in Value Creation a Double-Edged Sword? Evidence from Professional Financial Services Across Cultures, in: Journal of Marketing, Vol. 74 (3), p. 48–64.CrossRefGoogle Scholar
  13. Chandon, J.-L./Leo, P.-Y./Philippe, J. (1997): Service Encounter Dimensions - a Dyadic Perspective, in: International Journal of Service Industry Management, Vol. 8 (1), p. 65–86.CrossRefGoogle Scholar
  14. Dabholkar, P. (1990): How to Improve Perceived Service Quality by Increasing Customer Participation, Cullowhee.Google Scholar
  15. Dong, B./Evans, K.R./Zou, S. (2008): The Effects of Customer Participation in Co-Created Service Recovery, in: Journal of the Academy of Marketing Science, Vol. 36 (1), p. 123–137.CrossRefGoogle Scholar
  16. Fitzsimmons, J.A. (1985): Consumer Participation and Productivity in Service Operations, in: Interfaces, Vol. 15 (3), p. 60–67.CrossRefGoogle Scholar
  17. Fließ, S. (2001): Die Steuerung von Kundenintegrationsprozessen. Effizienz in Dienstleistungsunternehmen, Wiesbaden.Google Scholar
  18. Fließ, S./Kleinaltenkamp, M. (2004): Blueprinting the Service Company: Managing Service Processes Efficiently, in: Journal of Business Research, Vol. 57 (4), p. 392–404.CrossRefGoogle Scholar
  19. Groth, M. (2005): Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries, in: Journal of Management, Vol. 31 (1), p. 7–27.CrossRefGoogle Scholar
  20. Groth, M./Hennig-Thurau, T./Walsh, G. (2009): Customer Reactions to Emotional Labor: The Roles of Employee Acting Strategies and Customer Detection Accuracy, in: Academy of Management Journal, Vol. 52 (5), p. 958–974.CrossRefGoogle Scholar
  21. Hennig-Thurau, T./Groth, M./Paul, M./Gremler, D.D. (2006): Are All Smiles Created Equal? How Emotional Contagion and Emotional Labor Affect Service Relationships, in: Journal of Marketing, Vol. 70 (3), p. 58–73.CrossRefGoogle Scholar
  22. Hsieh, A.-T./Yen, C.-H. (2005): The Effect of Customer Participation on Service Providers' Job Stress, in: Service Industries Journal, Vol. 25 (7), p. 891–905.CrossRefGoogle Scholar
  23. Hsieh, A.-T./Yen, C.-H./Chin, K.-C. (2004): Participative Customers as Partial Employees and Service Provider Workload, in: International Journal of Service Industry Management, Vol. 15 (2), p. 187–199.CrossRefGoogle Scholar
  24. Kelley, S. (1992): Developing Customer Orientation Among Service Employees in: Journal of the Academy of Marketing Science, Vol. 20 (1), p. 27–36.CrossRefGoogle Scholar
  25. Kelley, S.W./Donnelly Jr., J.H./Skinner, S.J. (1990): Customer Participation in Service Production and Delivery, in: Journal of Retailing, Vol. 66 (3), p. 315–335.Google Scholar
  26. Kellogg, D.L./Youngdahl, W.E./Bowen, D.E. (1997): On the Relationship Between Customer Participation and Satisfaction: Two Frameworks, in: International Journal of Service Industry Management, Vol. 8 (3), p. 206–219.CrossRefGoogle Scholar
  27. Kleinaltenkamp, M. (1997): Kundenintegration, in: Wirtschaftswissenschaft-liches Studium, Jg. 28 (7), p. 350–354.Google Scholar
  28. Kleinaltenkamp, M./Bach, T./Griese, I. (2009): Der Kundenintegrations-begriff im (Dienstleistungs-)Marketing, Bruhn, M./Stauss, B. (Ed.): Kundenintegration. Forum Dienstleistungsmanagement, Wiesbaden, p. 35–62.Google Scholar
  29. Lengnick-Hall, C. (1996): Customer Contributions to Quality: A Different View of the Customer-Oriented Firm, in: Academy of Management Review, Vol. 21 (3), p. 798–824.Google Scholar
  30. Lengnick-Hall, C.A./Claycomb, V./Inks, L.W. (2000): From Recipient to Contributor: Examining Customer Roles and Experienced Outcomes, in: European Journal of Marketing, Vol. 34 (3/4), p. 359–383.CrossRefGoogle Scholar
  31. Lovelock, C.H./Young, R.F. (1979): Look to Consumers to Increase Productivity, in: Harvard Business Review, Vol. 57 (3), p. 168–178.Google Scholar
  32. Meuter, M.L./Bitner, M.J./Ostrom, A.L. /Brown, S.W. (2005): Choosing Among Alternative Service Delivery Models: An Investigation of Customer Trial of Self-Service Technologies, in: Journal of Marketing, Vol. 69 (2), p. 61–83.CrossRefGoogle Scholar
  33. Meuter, M.L./Ostrom, A.L./Roundtree, R.I./Bitner, M.J. (2000): Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters, in: Journal of Marketing, Vol. 64 (3), p. 50–64.CrossRefGoogle Scholar
  34. Mills, P.K./Chase, R.B./Margulies, N. (1983): Motivating the Client/Employee System as a Service Production Strategy, in: Academy of Management Review, Vol. 8 (2), p. 301–310.Google Scholar
  35. Mills, P.K./Morris, J.H. (1986): Clients as “Partial” Employees of Service Organizations: Role Development in Client Participation, in: Academy of Management Review, Vol. 11 (4), p. 726–735.Google Scholar
  36. Möller, S. (2008): Customer Integration A Key to an Implementation Perspective of Service Provision, in: Journal of Service Research, Vol. 11 (2), p. 197–210.CrossRefGoogle Scholar
  37. Silpakit, P./Fisk, R.P. (1985): Participatizing the Service Encounter: A Theoretical Framework, in: Services Marketing in a Changing Environment, p. 117–121.Google Scholar
  38. van Doorn, J./Lemon, K.N./Mittal, V./Nass, S./Pick, D./Pirner, P./Verhoef, P. C. (2010): Customer Engagement Behavior: Theoretical Foundations and Research Directions, in: Journal of Service Research, Vol. 13 (3), p. 253–266.CrossRefGoogle Scholar
  39. Van Raaij, W.F./Pruyn, A.T.H. (1998): Customer Control and Evaluation of Service Validity and Reliability, in: Psychology & Marketing, Vol. 15 (8), p. 811–832.CrossRefGoogle Scholar
  40. Wikström, S. (1996): The Customer as Co-Producer, in: European Journal of Marketing, Vol. 30 (4), p. 6–19.CrossRefGoogle Scholar
  41. Zeithaml, V.A./Bitner, M.J./Gremler, D.D. (2009): Services Marketing. Integrating Customer Focus Across the Firm, Boston 2009.Google Scholar

Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Nicola Bilstein
    • 1
  1. 1.Universität PaderbornPaderborn

Personalised recommendations