Defective co-creation: Developing a typology of consumer dysfunction in professional services
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2015
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Resumo |
Purpose This study aims to explore the scope of consumers’ defective co-creation behaviour in professional service encounters. One of the founding premises of service-dominant logic (Vargo and Lusch, 2004, 2008) is that consumers co-create the value they derive from service encounters. In practice, however, dysfunctional consumer behaviour can obstruct value co-creation. Extant research has not yet investigated consumers’ defective co-creation behaviour in highly relational services, such as professional services, that are heavily reliant on co-creation. Design/methodology/approach To investigate defective co-creation in professional services, 164 critical incidents were collected from 38 health-care and financial service providers using the critical incident technique within semi-structured, in-depth interviews. Thematic coding was used to identify emergent themes and patterns of consumer behaviour. Findings Thematic coding resulted in a comprehensive typology of consumers’ defective co-creation behaviour that both confirms the prevalence of previously identified dysfunctional behaviours (e.g. verbal abuse and physical aggression) and identifies two new forms of consumer misbehaviour: underparticipation and overparticipation. Further, these behaviours can vary, escalate and co-occur during service encounters. Originality/value Both underparticipation and overparticipation are newly identified forms of defective co-creation that need to be examined within the broader framework of service-dominant logic (SDL). |
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Publicador |
Emerald Group Publishing Ltd |
Relação |
DOI:10.1108/EJM-07-2012-0411 Greer, Dominique A. (2015) Defective co-creation: Developing a typology of consumer dysfunction in professional services. European Journal of Marketing, 49(1/2), pp. 238-261. |
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© Emerald Group Publishing Limited |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150503 Marketing Management (incl. Strategy and Customer Relations) #Professional Services #Co-creation #Critical Incident Technique #Consumer Misbehaviour #Behaviour Patterns |
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Journal Article |