Skip to main content
SpringerLink
Log in

Customer Value Co-creation in a Service-Dominant Logic Perspective: Some Steps Toward the Development of a Measurement Scale

  • Chapter
  • First Online:
Social Dynamics in a Systems Perspective

Part of the book series: New Economic Windows ((NEW))

Abstract

The work aims at proposing a methodological procedure for value co-creation measurement. Despite the increasing popularity of the concept, in fact, extant research on value co-creation lacks the elaboration of an accepted framework for its measurement strictly complying with Service-Dominant logic’s assumptions.

Specifically, the study introduces the different steps of the methodological path that should be followed to elaborate a measurement model for value co-creation and categorizes the potential concrete behavioral and cognitive activities performed by consumers during real exchange process.

The methodology adopted is based on the multi-item procedure developed by Churchill (J Market Res 16:64–73, 1979) which perfectly fits the investigation of multidimensional constructs by ensuring an appropriate semantical coverage. In detail, the first two steps of the model [(1) specification of the domain of the construct; (2) items generation] have been performed.

The originality of the contribution lies in the proposal of a systematization of real value co-creation activities in order to measure the construct in all its semantic facets.

From a theoretical point of view, the chapter provides researchers with a preliminary categorization preparing the ground for the construction of a scale for consumers’ value co-creation activities. Moreover, the framework encourages managers to adopt new practical measures to enhance user’s involvement at each level and to segment customers to consequently enable and maximize value co-creation behaviors.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    To get better results, Churchill (1979) suggests to measure constructs using multi-item following the tradition of psychometrics. Other scholars have shown that the predictive validity of single-item measures is equivalent to multiple-item measures (Bergkvist and Rossiter 2007). In this study, we agree with Churchill’s suggestion.

  2. 2.

    The main difference can be synthesized in the following statement. When the model is reflective the common cause of item or indicator behavior derives from the latent variable and the causal action moves from the latent variable to the indicators. In a formative model the composite variable (i.e. the construct) summarizes the variation of indicators and the causal action flows from indicators to the construct.

References

  • Allen, N. J., & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational and Organizational Psychology, 63(1), 1–18.

    Article  Google Scholar 

  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.

    Article  Google Scholar 

  • Arnould, E. J., Price, L. L., & Malshe, A. (2006). Toward a cultural resource-based theory of the customer. In R. F. Lusch & S. L. Vargo (Eds.), The service-dominant logic of marketing: Dialog, debate and directions. Armonk: ME Sharpe.

    Google Scholar 

  • Bagozzi, R. P. (1980). Causal models in marketing. New York: Wiley.

    Google Scholar 

  • Bagozzi, R. P. (1992). The self-regulation of attitudes, intentions, and behavior. Social Psychology Quarterly, 55(2), 178–204.

    Article  Google Scholar 

  • Bansal, H. S., Irving, P. G., & Taylor, S. F. (2004). A three-component model of customer to service providers. Journal of the Academy of Marketing Science, 32(3), 234–250.

    Article  Google Scholar 

  • Banyte, J., & Dovaliene, A. (2014). Relations between customer engagement into value creation and customer loyalty. Procedia-Social and Behavioral Sciences, 156, 484–489.

    Article  Google Scholar 

  • Barile, S. (2009). Management sistemico vitale (Vol. 1). Torino: Giappichelli.

    Google Scholar 

  • Bearden, W. O., Netemeyer, R., & Mobley, M. F. (1993). Handbook of marketing scales: Multi-item measures for marketing and consumer behavior research. Thousand Oaks: Sage Publications.

    Google Scholar 

  • Bearden, W. O., Hardesty, D. M., & Rose, R. L. (2001). Consumer self-confidence: Refinements in conceptualization and measurement. The Journal of Consumer Research, 28(1), 121–134.

    Article  Google Scholar 

  • Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of Marketing, 67(1), 14–28.

    Article  Google Scholar 

  • Bergkvist, L., & Rossiter, J. R. (2007). The predictive validity of multiple-item versus single-item measures of the same constructs. Journal of Marketing Research, 44(2), 175–184.

    Article  Google Scholar 

  • Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383–406.

    Article  Google Scholar 

  • Bovaird, T., & Loeffler, E. (2012). From engagement to co-production: How users and communities contribute to public services. In T. Brandsen & V. Pestoff (Eds.), New public governance, the third sector and co-production. London: Routledge.

    Google Scholar 

  • Bove, L. L., Pervan, S. J., Beatty, S. E., & Shiu, E. (2008). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698–705.

    Article  Google Scholar 

  • Bowen, D. E. (1986). Managing customers as human resources in service organizations. Human Resource Management, 25(3), 371–383.

    Article  Google Scholar 

  • Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271.

    Article  Google Scholar 

  • Cardozo, R. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(8), 244–249.

    Article  Google Scholar 

  • Caridà, A., Colurcio, M., & Melia, M. (2014). Interactive health technologies and value co-creation: The Mayo Clinic experience. In E. Baglieri & U. Karmarkar (Eds.), Managing consumer services: Factory or theater? New York: Springer International Publishing.

    Google Scholar 

  • Cermak, D. S. P., File, K. M., & Prince, R. A. (1994). Customer participation in service specification and delivery. Journal of Applied Business Research, 10(2), 90–97.

    Article  Google Scholar 

  • Chandler, J., & Chen, S. (2015). Prosumer motivations in service experiences. Journal of Service Theory and Practice, 25(2), 20–239.

    Article  Google Scholar 

  • Churchill, G. A., Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73.

    Article  Google Scholar 

  • Ciasullo, M. V., Polese, F., Troisi, O., & Carrubbo, L. (2016). How service innovation contributes to co-create value in service networks. In International Conference on Exploring Services Science (pp. 170–183). Cham: Springer International Publishing.

    Google Scholar 

  • Cosimato, S., & Troisi, O. (2015). Green supply chain management: Practices and tools for logistics competitiveness and sustainability. The DHL case study. The TQM Journal, 27(2), 256–276.

    Article  Google Scholar 

  • Crocker, L. M., & Algina, J. (1986). Introduction to classical and modern test theory. New York: Holt, Rinehart, and Winston.

    Google Scholar 

  • Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334.

    Article  Google Scholar 

  • Del Bosque, I. R., & San Martín, H. (2008). Tourist satisfaction a cognitive-affective model. Annals of Tourism Research, 35(2), 551–573.

    Article  Google Scholar 

  • Dellande, S., Gilly, M. C., & Graham, J. L. (2004). Gaining compliance and losing weight: The role of the service provider in health care services. The Journal of Marketing, 68(3), 78–91.

    Article  Google Scholar 

  • Edvardsson, B., Tronvoll, B., & Gruber, T. (2011). Expanding understanding of service exchange and value co-creation: A social construction approach. Journal of the Academy of Marketing Science, 39(2), 327–339.

    Article  Google Scholar 

  • Edwards, J. R., & Bagozzi, R. P. (2000). On the nature and direction of relationships between constructs and measures. Psychological Methods, 5, 155–174.

    Article  Google Scholar 

  • Ennew, C. T., & Binks, M. R. (1999). Impact of participative service relationships on quality, satisfaction and retention: An exploratory study. Journal of Business Research, 46(2), 121–132.

    Article  Google Scholar 

  • Fang, E., Palmatier, R. W., & Evans, K. R. (2008). Influence of customer participation on creating and sharing of new product value. Journal of the Academy of Marketing Science, 36(3), 322–336.

    Article  Google Scholar 

  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading: Addison-Wesley.

    Google Scholar 

  • Fullerton, G. (2005). The service quality–loyalty relationship in retail services: Does commitment matter? Journal of Retailing and Consumer Services, 12(2), 99–111.

    Article  Google Scholar 

  • Gefen, D., Straub, D., & Boudreau, M. C. (2000). Structural equation modeling and regression: Guidelines for research practice. Communications of the Association for Information Systems, 4(1), 7.

    Google Scholar 

  • Gerbing, D. W., & Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of Marketing Research, 186–192.

    Google Scholar 

  • Girishankar, S. (2000). Companies want CRM tools to manage business relationships. Information Week, 17, 65.

    Google Scholar 

  • Greer, C. R., Lusch, R. F., & Vargo, S. L. (2016). A service perspective. Organizational Dynamics, 1(45), 28–38.

    Article  Google Scholar 

  • Grönroos, C., & Voima, P. (2012). Making sense of value and value co-creation in service logic. Journal of the Academy of Marketing Science, 41(2), 133–150.

    Article  Google Scholar 

  • Grönroos, C., & Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133–150.

    Article  Google Scholar 

  • Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7–27.

    Article  Google Scholar 

  • Groth, M., Mertens, D. P., & Murphy, R. O. (2004). Customers as good soldiers: Extending organizational citizenship behavior research to the customer domain. In D. L. Turnipseed (Ed.), Handbook of organizational citizenship behavior (pp. 411–430). Hauppauge: Nova Science Publishers.

    Google Scholar 

  • Gruen, T. W., Summers, J. O., & Acito, F. (2000). Relationship marketing activities, commitment, and membership behaviors in professional associations. Journal of Marketing, 64(3), 34–49.

    Article  Google Scholar 

  • Gummesson, E., & Mele, C. (2010). Marketing value co-creation through network interacting and resource integration. Journal of Business Market Management, 4(4), 181–197.

    Article  Google Scholar 

  • Gustaffson, A., Kristensson, P., & Witell, L. (2012). Customer co-creation in service innovation: A matter of communication? Journal of Service Management, 23(3), 311–327.

    Article  Google Scholar 

  • Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: A service system perspective. Journal of Service Research, 17(3), 247–261.

    Article  Google Scholar 

  • Johnson, M. D., & Selnes, F. (2004). Customer portfolio management toward a dynamic theory of exchange relationships. Journal of Marketing, 68(2), 1–17.

    Article  Google Scholar 

  • Kannan, P. K., & Chang, A. M. (2013). Beyond citizen engagement: Involving the public in codelivering government services. Washington, DC: IBM Business of Government.

    Google Scholar 

  • Kremser, T., Evansa, A., Moorea, A., Luxforda, K., Begbieb, S., Bensoussanc, A., Mariglianid, R., & Zorbasa, H. (2008). Use of complementary therapies by Australian women with breast cancer. The Breast, 17(4), 387–394.

    Article  Google Scholar 

  • Krippendorff, K. (1980). Content analysis. Beverly Hills: California Sage Publications.

    Google Scholar 

  • Krippendorff, K. (2004). Reliability in content analysis. Human Communication Research, 30(3), 411–433.

    Google Scholar 

  • Lambert, D. M., & Enz, M. G. (2012). Managing and measuring value co-creation in business-to-business relationships. Journal of Marketing Management, 28(13-14), 1588–1625.

    Article  Google Scholar 

  • Lawshe, C. H. (1975). A quantitative approach to content validity. Personnel Psychology, 28(4), 563–575.

    Article  Google Scholar 

  • Lee, S. Y., & Song, X. Y. (2004). Evaluation of the Bayesian and maximum likelihood approaches in analyzing structural equation models with small sample sizes. Multivariate Behavioral Research, 39(4), 653–686.

    Article  Google Scholar 

  • Levy, M., & Weitz, B. A. (2007). Retailing management. New York: McGraw-Hill.

    Google Scholar 

  • Losito, G. (1972). Analisi del contenuto e sociologia delle comunicazioni di massa. Milano: Franco Angeli.

    Google Scholar 

  • Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate, and directions. London: Routledge.

    Google Scholar 

  • McColl-Kennedy, J. R., Vargo, S. L., Dagger, T. S., Sweeney, J. C., & Van Kasteren, Y. (2012). Health care customer value cocreation practice styles. Journal of Service Research, 15(4), 370–389.

    Article  Google Scholar 

  • Mele, C., & Polese, F. (2011). Key dimensions of service systems: Interaction in social and technological networks to foster value co-creation. In H. Demirkan, J. Spohrer, & V. Krishna (Eds.), The science of service systems (pp. 37–59). Heidelberg: Springer.

    Chapter  Google Scholar 

  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 20–38.

    Google Scholar 

  • Neghina, C., Caniëls, M. C. J., Bloemer, J. M. M., & Van Birgelen, M. J. H. (2014). Value co-creation in service interactions: Dimensions and antecedents. Marketing Theory, 15(2), 221–242.

    Article  Google Scholar 

  • Newell, F. (2001). Loyalty. com: Customer relationship management in the new era of Internet marketing. New York: McGraw-Hill.

    Google Scholar 

  • Nowacki, M. M. (2009). Quality of visitor attractions, satisfaction, benefits and behavioural intentions of visitors: Verification of a model. International Journal of Tourism Research, 11(3), 297–309.

    Article  Google Scholar 

  • Nunnally, J. C. (1967). Psycometric theory. New York: Mc-Graw Hill.

    Google Scholar 

  • Nunnally, J. C., & Bernstein, I. H. (1994). The assessment of reliability. Psychometric Theory, 3(1), 248–292.

    Google Scholar 

  • Palmatier, R. W. (2008). Relationship marketing. Cambridge, MA: Marketing Science Institute.

    Google Scholar 

  • Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420–450.

    Google Scholar 

  • Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83–96.

    Article  Google Scholar 

  • Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14.

    Article  Google Scholar 

  • Rajah, E., Marshall, R., & Nam, I. (2008). Relationship glue: Customers and marketers co-creating a purchase experience. NA-Advances in Consumer Research, 35, 367–373.

    Google Scholar 

  • Randall, W. S., Gravier, M. J., & Prybutok, V. R. (2011). Connection, trust, and commitment: Dimensions of co-creation? Journal of Strategic Marketing, 19(1), 3–24.

    Article  Google Scholar 

  • Romero, D., & Molina, A. (2011). Collaborative networked organisations and customer communities: Value co-creation and co-innovation in the networking era. Production Planning and Control, 22(5–6), 447–472.

    Article  Google Scholar 

  • Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393–404.

    Article  Google Scholar 

  • Smith, H. J., Milberg, S. J., & Burke, S. J. (1996). Information privacy: Measuring individuals’ concerns about organizational practices. MIS Quarterly, 20(2), 167–196.

    Article  Google Scholar 

  • Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers’ need for uniqueness: Scale development and validation. The Journal of Consumer Research, 28(1), 50–66.

    Article  Google Scholar 

  • Toffler, A. (1980). The third wave. New York: Bantam Books.

    Google Scholar 

  • Tommasetti, A., Botti, A., Troisi, O., & Vesci, M. (2014). Customer satisfaction, commitment, loyalty ed implicazioni nella governance delle università: una ricerca esplorativa. Azienda Pubblica, 3, 219–242.

    Google Scholar 

  • Tommasetti, A., Troisi, O., & Vesci, M. (2015a). Customer value co-creation: A conceptual measurement model in a service dominant logic perspective. In Proceedings of Naples Forum on Service, June 2015, Naples.

    Google Scholar 

  • Tommasetti, A., Vesci, M., & Troisi, O. (2015b). The internet of things and value co-creation in a service-dominant logic perspective. Data management in pervasive systems (pp. 3–18). Berlin: Springer International Publishing.

    Google Scholar 

  • 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. Journal of Service Research, 13(3), 253–266.

    Article  Google Scholar 

  • Vargo, S. L. (2013). Service-dominant logic reframes (service) innovation. Highlights in Service Research, VTT Technical Research Centre of Finland, 6, 7–11.

    Google Scholar 

  • Vargo, S. L., & Akaka, M. A. (2012). Value co-creation and service systems (re)formation: A service ecosystems view. INFORMS Service Science, 4(3), 207–217.

    Article  Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17.

    Article  Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.

    Article  Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5–23.

    Article  Google Scholar 

  • Vargo, S. L., Maglio, P. P., & Akaka, M. A. (2008). On value and value co-creation: A service systems and service logic perspective. European Management Journal, 26(3), 145–152.

    Article  Google Scholar 

  • Vega-Vazquez, M., Ángeles Revilla-Camacho, M. J., & Cossío-Silva, F. (2013). The value co-creation process as a determinant of customer satisfaction. Management Decision, 51(10), 1945–1953.

    Article  Google Scholar 

  • Walter, A., & Ritter, T. (2003). The influence of adaptations, trust, and commitment on value-creating functions of customer relationships. Journal of Business and Industrial Marketing, 18(4/5), 353–365.

    Article  Google Scholar 

  • Wieland, V., Polese, F., Vargo, S., & Lusch, R. (2012). Toward a service (eco)systems perspective on value creation. International Journal of Service Science, Management, Engineering and Technology, 3(3), 12–24.

    Article  Google Scholar 

  • Wolf, J. (2008). Research methodology. The nature of supply chain management research: Insights from a content analysis of international supply chain management literature from 1990 to 2006 (pp. 38–82). Frankfurt: Verlag.

    Google Scholar 

  • Xie, C., Bagozzi, R. P., & Troye, S. V. (2008). Trying to prosume: toward a theory of consumers as co-creators of value. Journal of the Academy of Marketing Science, 36(1), 109–122.

    Article  Google Scholar 

  • Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284.

    Article  Google Scholar 

  • Yi, Y., Nataraajan, R., & Gong, T. (2011). Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention. Journal of Business Research, 64(1), 87–95.

    Article  Google Scholar 

  • Zaichkowsky, J. L. (1985). Measuring the involvement construct. The Journal of Consumer Research, 12(3), 341–352.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Business Science – Management and Innovation Systems, University of Salerno, Fisciano, Italy

    Antonio Botti, Mara Grimaldi & Massimiliano Vesci

Authors
  1. Antonio Botti
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Mara Grimaldi
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Massimiliano Vesci
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Antonio Botti .

Editor information

Editors and Affiliations

  1. "Sapienza" University of Rome , Rome, Italy

    Sergio Barile

  2. Salerno University , Salerno, Italy

    Marco Pellicano

  3. Salerno University , Salerno, Italy

    Francesco Polese

Rights and permissions

Reprints and permissions

Copyright information

© 2018 Springer International Publishing AG

About this chapter

Cite this chapter

Botti, A., Grimaldi, M., Vesci, M. (2018). Customer Value Co-creation in a Service-Dominant Logic Perspective: Some Steps Toward the Development of a Measurement Scale. In: Barile, S., Pellicano, M., Polese, F. (eds) Social Dynamics in a Systems Perspective. New Economic Windows. Springer, Cham. https://doi.org/10.1007/978-3-319-61967-5_8

Download citation

Publish with us

Policies and ethics

Search

Navigation