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Electronic Markets

, Volume 24, Issue 1, pp 5–17 | Cite as

Designing for mobile value co-creation—the case of travel counselling

  • Susanne Schmidt-Rauch
  • Gerhard SchwabeEmail author
General Research

Abstract

This paper focuses on the development of a mobile service as extension of travel agencies’ sales channels, fundamentally driven by the notion of value co-creation. Design goals are directly linked to the understanding of travel counselling as practical value co-creation and to the concern to progress this understanding throughout the travel customer cycle. Customers as well as travel agencies benefit from a mobile service rooted in value co-creation. Mobile service applications which target a service provision which furthermore is in line with the core competency of a travel agency (advice-giving and continuously accompany the customer) are scarce. Taking this as a starting point, we propose a mobile service and system design which provides a travel customer with continuing support on the trip, suitable to complement a lively, ongoing customer-firm interaction which enables the co-creation of value, ultimately targeting increased customer retention and loyalty.

Keywords

Value co-creation Mobile service Travel customer support 

JEL classification

M15 IT Management 

Notes

Acknowledgments

The authors appreciate Michael Keller for implementing the prototype system and his input during earlier stages of this research.

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Copyright information

© Institute of Information Management, University of St. Gallen 2013

Authors and Affiliations

  1. 1.University of ZurichZürichSwitzerland

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