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EVALUATION OF THE EFFECT OF PERCEIVED VALUE CO-CREATION ON PERCEIVED VALUE CO-PRODUCTION IN THE PROCESS OF PARTICIPATION IN SERVICES

Yıl 2022, Cilt: 12 Sayı: 1, 536 - 550, 31.07.2022

Hatice Aydın Özer Yılmaz

https://doi.org/10.55179/dusbed.1130285

Öz

It can be said that the consumer with the co-creator role fulfills many roles as a co-producer, and the next frontier of consumers’ service co-creation is service co-production. Value Co-Creation and Value Co-Production Participation in services manifests itself in two concepts that are mostly used interchangeably and confused although they refer to two different stages. However, it is thought that service co-production is a concept dependent on service co-creation and is the next process of service co-creation. Based on this idea, the aim of this study is to test the effect of co-creation on co-production. In addition, the impact of co-creation on co-production is evaluated in terms of each dimension of co creation. In this context, the study was designed as causal quantitative research in order to test the hypotheses put forward in the conceptual framework. According to the results of the research, it is seen that experiential, personal and relational value co-creation perceptions have a positive and significant effect on the value coproduction perception. Perceptions of interactional and economic value co-creation, on the other hand, do not have a statistically significant effect on the perception of value co-production.

Anahtar Kelimeler

Co-Creation Co-Production Services

Kaynakça

  • Agrawal, A. K., & Rahman, Z. (2019). CCV scale: Development and validation of customer co-created value scale in e-services. Current Psychology, 38(3), 720-736.
  • Ahmad, N. (2016). The Way Forward. Customer Co-production Behaviour. Procedia-Social and Behavioral Sciences, 224, 238-245. Mak 3. Syf. 238
  • Alshibly, H. H. (2015). Investigating decision support system (DSS) success: A partial least squares structural equation modeling approach. Journal of Business Studies Quarterly, 6(4), 56.
  • Auh, S., Bell, S. J., McLeod, C. S., & Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of retailing, 83(3), 359-370.
  • Ballantyne, D., & Varey, R. J. (2006). Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowing. Marketing theory, 6(3), 335-348.
  • Bendapudi, N. and Leone, R.P. (2003). Psychological implications of customer participation in co-production. Journal of Marketing, 67 (1), 14-28.
  • Bilgram, V., Bartl, M. ve Biel, S. 2011. “Successful Consumer Co-Creation; The Case Of Nivea Body Care”. Marketing Review StGallen. 28: 34–42.
  • Buran İ., Koçak A. (2019). Sanal marka topluluklarında tüketici katılımı. Pazarlama ve Pazarlama Araştırmaları Dergisi, vol. 24, pp. 273–302
  • Cabiddu, F., Lui, T., & Piccoli, G. (2013). Managing value co-creation in the tourism industry. Annals of Tourism Research, 42, 86–107
  • Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of marketing, 74(3), 48-64.
  • Chathoth, P. K., Ungson, G. R., Harrington, R. J., & Chan, E. S. (2016). Co-creation and higher order customer engagement in hospitality and tourism services: A critical review. International Journal of Contemporary Hospitality Management.
  • Chen, J.-S., T sou, H.-T., & Ching, R. K. H. (2011). Co-production and its effects on service innovation. Industrial Marketing Management, InPress, Corrected Proof. doi: 10.1016/j.indmarman.2011.03.001.
  • Chen, S. C., & Raab, C. (2017). Construction and validation of the customer participation scale. Journal of Hospitality & Tourism Research, 41(2), 131-153.
  • Cheung, M. F., & To, W. M. (2011). Customer involvement and perceptions: The moderating role of customer co-production. Journal of Retailing and Consumer Services, 18(4), 271-277.
  • Claycomb, V., Lengnick-Hall, C. A., & Lawrence, W. I. (2001). T he customer as a productive resource: A pilot study and strategic implications. Journal of Business Strategies, 18(1), 47.
  • Dedeoğlu, a. Ö. (2015). Değişen Pazar Yerinde Tüketici ve Tüketimin Rolüne Ilişkin Yeni Yaklaşimlar: Ortak-Üretim (Co-Production) ve Ortak-Yaratma (co-creation). Ege Stratejik Araştırmalar Dergisi, 6(2), 17-29.
  • De Maesschalck, R., Jouan-Rimbaud, D. and Massart, D.L. (2000) The Mahalanobis Distance. Chemometrics and Intelligent Laboratory Systems, 50, 1-18.
  • Dong, B., Evans, K. R., & Zou, S. (2008). The effects of customer participation in co-created service recovery. Journal of the academy of marketing science, 36(1), 123-137. Mak 4. 123-124
  • Etgar, M. (2008). A descriptive model of the consumer co-production process. Academy of Marketing Science. Journal, 36(1), 97.
  • Fornell, C., ve Larcker, D. F. (1981). “Evaluating structural equation models with unobservable variables and measurement error”. Journal of Marketing Research 18 (1), 39-50.
  • Füller, J., Mühlbacher, H., Matzler, K. &Jawecki, G. 2010. “Consumer Empowerment Through Internet-Based Co-Creation”. Journal of Management Information Systems. 26: 71–102.
  • Goodwin, C. ve Verhage, B. (1989). Role Perceptions of Services: A Cross Cultural Comparison with Behavioural Implications, Journal of Economic Psychology, 10, 543-58.
  • Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of management, 31(1), 7-27.
  • Gürbüz, H. (2018). Birlikte yaratma sürecinde karşıkarşıya gelme faktörünün etkisi, Master's thesis, TOBB ETÜ Sosyal Bilimleri Enstitüsü.
  • Koç, E. (2016). Hizmet Pazarlaması ve Yönetimi: global ve yerel yaklaşım. İstanbul: Seçkin Yayıncılık
  • Kohler, T., Fueller, J., Matzler, K., Stieger, D., & Füller, J. (2011). Cocreation in virtual worlds: The design of the user experience. MIS Quarterly, 35(3), 773–788.
  • KWONG, K. & WONG, K. (2013). “Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS”, Marketing Bulletin, 24(1), 1-32.
  • Hair, J.F., Hult, G.T.M., Ringle, C.M. ve Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), SAGE Publications.
  • Hsiao, Chan, Lee Yi –Hsuan, Chen, Wan-Jun (2015).“The Effect of Servant Leadership on Customer Value Co-Creation: A Cross-Level Analysis of Key Mediating Roles”. Tourism Management,49, 45-57.
  • Lee, G. (2012). Modeling consumer’s co-creation in tourism innovation Ph.D. dissertation. Department of Philosophy, Temple University.
  • Lim, M., & Moufahim, M. (2011). Co-production and co-consumption: Perspectives on immigration through a discourse analysis of voters’ blogs in the 2010 General Election. Journal of Marketing Management, 27(8).
  • Lusch, R. P., ve Vargo, S. L. 2006. The Service Dominant Logic Of Marketing: Dialog, DebateAndDirections. Erişim Tarihi: https:// books. google. com.tr /books?id =qTPfBQAAQBAJ&hl=tr
  • Moon, T. K. (1996). The expectation-maximization algorithm. IEEE Signal processing magazine, 13(6), 47-60. Quintana, O. 1984. “Co-production: A viable consideration for developing nations”. Journal of the Academy of Marketing Science 12(1-2):38-48.
  • Payne, A., Storbacka, K., Frow, P. & Knox, S., 2009, ‘Co-creating brands: Diagnosing and designing the relationship experience’, Journal of Business Research 62(3), 378–389. http://dx.doi.org/10.1016/j.jbusres.2008.05.013
  • Ramirez, R. 1999. “Value co-production: intellectual origins and implications for practice and research”. Strategic Management Journal 20(1), 49-65.
  • Ranjan, & Read. (2016). Value co-creation: Concept and measurement. Journal of Academy of Marketing Science, 44, 290–315.
  • Shaw, G., Bailey, A., & Williams, A. (2011). Aspects of service-dominant logic and its implications for tourism management: Examples from the hotel industry. Tourism management, 32(2), 207–214.
  • Sawhney, M., Verona, G. ve Prandelli, E. 2005. “CollaboratingToCreate: The Internet As A Platform ForCustomerEngagement İn Product Innovation”. Journal of Interactive Marketing. 19: 4–17.
  • Vargo, S.L. & Lusch, R.F., 2004, ‘Evolving to a new dominant logic for marketing’, Journal of Marketing 68(1), 1–17. http://dx.doi.org/10.1509/jmkg.68.1.1.24036
  • Vega-Vázquez, M., Revilla-Camacho, M. veCossío-Silva, F. 2015. “Can the customer’s value co-creation behavior be measured?”. Gestion 2000. 32(2): 33 - 47.
  • Verhoef, P., Reinartz, W. J., & Krafft, M. (2010). Customer engagement as a new perspective in customer -management. Journal of Service Research, 13(3), 247–252.
  • Yılmaz, Ö. (2016). Bankacılıkta İlişkisel Pazarlama Faaliyetlerinin, Tekrar Satın Alma Niyeti Üzerine Etkisinde İlişkisel Kalite Algısının Aracılık Rolü Üzerine Bir Araştırma. Business & Management Studies: An International Journal, 4(2), 142-161.
  • Yana, A. G. A., Rusdhi, H. A., & Wibowo, M. A. (2015). Analysis of factors affecting design changes in construction project with Partial Least Square (PLS). Procedia Engineering, 125, 40-45.
  • Xia, L., Fan, W. X. (2008). Who Should Do The Work: The Different Roles of Customer Participation and Its Impacts on Satisfaction? American Marketing Association, 284-291.
  • 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.

HİZMETLERE KATILIM SÜRECİNDE ALGILANAN BİRLİKTE DEĞER YARATMA ALGISININ, BİRLİKTE DEĞER ÜRETME ALGISINA ETKİSİNİN DEĞERLENDİRİLMESİ

Yıl 2022, Cilt: 12 Sayı: 1, 536 - 550, 31.07.2022

Hatice Aydın Özer Yılmaz

https://doi.org/10.55179/dusbed.1130285

Öz

Ortak yaratıcı rolüne sahip olan tüketicinin ortak üretici olarak birçok rolü de yerine getirdiği ve tüketicilerin hizmetleri birlikte yaratmasının bir sonraki sınırının hizmetlerin birlikte üretilmesi olduğu söylenebilir. Hizmetlere katılım, iki aşaması da farklı olmasına rağmen çoğu zaman birbiri yerine kullanılan ve karıştırılan kavramlar olarak karşımıza çıkmaktadır. Oysa ki hizmet üretimin hizmetin birlikte yaratılmasına bağlı bir kavram olduğu ve hizmet yaratımının bir sonraki süreci olduğu düşünülmektedir. Bu düşünceden yola çıkılarak ortak yaratmanın her bir boyutunun ortak üretim üzerindeki etkisi test edilmiştir. Araştırma sonucunda; deneyimsel, ilişkisel ve kişisel ortak yaratma boyutlarının ortak üretim üzerinde anlamlı bir etkisi olduğu tespit edilmiştir.

Anahtar Kelimeler

Ortak-Yaratma Ortak-Üretim Hizmetler Değer Algısı.

Kaynakça

  • Agrawal, A. K., & Rahman, Z. (2019). CCV scale: Development and validation of customer co-created value scale in e-services. Current Psychology, 38(3), 720-736.
  • Ahmad, N. (2016). The Way Forward. Customer Co-production Behaviour. Procedia-Social and Behavioral Sciences, 224, 238-245. Mak 3. Syf. 238
  • Alshibly, H. H. (2015). Investigating decision support system (DSS) success: A partial least squares structural equation modeling approach. Journal of Business Studies Quarterly, 6(4), 56.
  • Auh, S., Bell, S. J., McLeod, C. S., & Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of retailing, 83(3), 359-370.
  • Ballantyne, D., & Varey, R. J. (2006). Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowing. Marketing theory, 6(3), 335-348.
  • Bendapudi, N. and Leone, R.P. (2003). Psychological implications of customer participation in co-production. Journal of Marketing, 67 (1), 14-28.
  • Bilgram, V., Bartl, M. ve Biel, S. 2011. “Successful Consumer Co-Creation; The Case Of Nivea Body Care”. Marketing Review StGallen. 28: 34–42.
  • Buran İ., Koçak A. (2019). Sanal marka topluluklarında tüketici katılımı. Pazarlama ve Pazarlama Araştırmaları Dergisi, vol. 24, pp. 273–302
  • Cabiddu, F., Lui, T., & Piccoli, G. (2013). Managing value co-creation in the tourism industry. Annals of Tourism Research, 42, 86–107
  • Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of marketing, 74(3), 48-64.
  • Chathoth, P. K., Ungson, G. R., Harrington, R. J., & Chan, E. S. (2016). Co-creation and higher order customer engagement in hospitality and tourism services: A critical review. International Journal of Contemporary Hospitality Management.
  • Chen, J.-S., T sou, H.-T., & Ching, R. K. H. (2011). Co-production and its effects on service innovation. Industrial Marketing Management, InPress, Corrected Proof. doi: 10.1016/j.indmarman.2011.03.001.
  • Chen, S. C., & Raab, C. (2017). Construction and validation of the customer participation scale. Journal of Hospitality & Tourism Research, 41(2), 131-153.
  • Cheung, M. F., & To, W. M. (2011). Customer involvement and perceptions: The moderating role of customer co-production. Journal of Retailing and Consumer Services, 18(4), 271-277.
  • Claycomb, V., Lengnick-Hall, C. A., & Lawrence, W. I. (2001). T he customer as a productive resource: A pilot study and strategic implications. Journal of Business Strategies, 18(1), 47.
  • Dedeoğlu, a. Ö. (2015). Değişen Pazar Yerinde Tüketici ve Tüketimin Rolüne Ilişkin Yeni Yaklaşimlar: Ortak-Üretim (Co-Production) ve Ortak-Yaratma (co-creation). Ege Stratejik Araştırmalar Dergisi, 6(2), 17-29.
  • De Maesschalck, R., Jouan-Rimbaud, D. and Massart, D.L. (2000) The Mahalanobis Distance. Chemometrics and Intelligent Laboratory Systems, 50, 1-18.
  • Dong, B., Evans, K. R., & Zou, S. (2008). The effects of customer participation in co-created service recovery. Journal of the academy of marketing science, 36(1), 123-137. Mak 4. 123-124
  • Etgar, M. (2008). A descriptive model of the consumer co-production process. Academy of Marketing Science. Journal, 36(1), 97.
  • Fornell, C., ve Larcker, D. F. (1981). “Evaluating structural equation models with unobservable variables and measurement error”. Journal of Marketing Research 18 (1), 39-50.
  • Füller, J., Mühlbacher, H., Matzler, K. &Jawecki, G. 2010. “Consumer Empowerment Through Internet-Based Co-Creation”. Journal of Management Information Systems. 26: 71–102.
  • Goodwin, C. ve Verhage, B. (1989). Role Perceptions of Services: A Cross Cultural Comparison with Behavioural Implications, Journal of Economic Psychology, 10, 543-58.
  • Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of management, 31(1), 7-27.
  • Gürbüz, H. (2018). Birlikte yaratma sürecinde karşıkarşıya gelme faktörünün etkisi, Master's thesis, TOBB ETÜ Sosyal Bilimleri Enstitüsü.
  • Koç, E. (2016). Hizmet Pazarlaması ve Yönetimi: global ve yerel yaklaşım. İstanbul: Seçkin Yayıncılık
  • Kohler, T., Fueller, J., Matzler, K., Stieger, D., & Füller, J. (2011). Cocreation in virtual worlds: The design of the user experience. MIS Quarterly, 35(3), 773–788.
  • KWONG, K. & WONG, K. (2013). “Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS”, Marketing Bulletin, 24(1), 1-32.
  • Hair, J.F., Hult, G.T.M., Ringle, C.M. ve Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), SAGE Publications.
  • Hsiao, Chan, Lee Yi –Hsuan, Chen, Wan-Jun (2015).“The Effect of Servant Leadership on Customer Value Co-Creation: A Cross-Level Analysis of Key Mediating Roles”. Tourism Management,49, 45-57.
  • Lee, G. (2012). Modeling consumer’s co-creation in tourism innovation Ph.D. dissertation. Department of Philosophy, Temple University.
  • Lim, M., & Moufahim, M. (2011). Co-production and co-consumption: Perspectives on immigration through a discourse analysis of voters’ blogs in the 2010 General Election. Journal of Marketing Management, 27(8).
  • Lusch, R. P., ve Vargo, S. L. 2006. The Service Dominant Logic Of Marketing: Dialog, DebateAndDirections. Erişim Tarihi: https:// books. google. com.tr /books?id =qTPfBQAAQBAJ&hl=tr
  • Moon, T. K. (1996). The expectation-maximization algorithm. IEEE Signal processing magazine, 13(6), 47-60. Quintana, O. 1984. “Co-production: A viable consideration for developing nations”. Journal of the Academy of Marketing Science 12(1-2):38-48.
  • Payne, A., Storbacka, K., Frow, P. & Knox, S., 2009, ‘Co-creating brands: Diagnosing and designing the relationship experience’, Journal of Business Research 62(3), 378–389. http://dx.doi.org/10.1016/j.jbusres.2008.05.013
  • Ramirez, R. 1999. “Value co-production: intellectual origins and implications for practice and research”. Strategic Management Journal 20(1), 49-65.
  • Ranjan, & Read. (2016). Value co-creation: Concept and measurement. Journal of Academy of Marketing Science, 44, 290–315.
  • Shaw, G., Bailey, A., & Williams, A. (2011). Aspects of service-dominant logic and its implications for tourism management: Examples from the hotel industry. Tourism management, 32(2), 207–214.
  • Sawhney, M., Verona, G. ve Prandelli, E. 2005. “CollaboratingToCreate: The Internet As A Platform ForCustomerEngagement İn Product Innovation”. Journal of Interactive Marketing. 19: 4–17.
  • Vargo, S.L. & Lusch, R.F., 2004, ‘Evolving to a new dominant logic for marketing’, Journal of Marketing 68(1), 1–17. http://dx.doi.org/10.1509/jmkg.68.1.1.24036
  • Vega-Vázquez, M., Revilla-Camacho, M. veCossío-Silva, F. 2015. “Can the customer’s value co-creation behavior be measured?”. Gestion 2000. 32(2): 33 - 47.
  • Verhoef, P., Reinartz, W. J., & Krafft, M. (2010). Customer engagement as a new perspective in customer -management. Journal of Service Research, 13(3), 247–252.
  • Yılmaz, Ö. (2016). Bankacılıkta İlişkisel Pazarlama Faaliyetlerinin, Tekrar Satın Alma Niyeti Üzerine Etkisinde İlişkisel Kalite Algısının Aracılık Rolü Üzerine Bir Araştırma. Business & Management Studies: An International Journal, 4(2), 142-161.
  • Yana, A. G. A., Rusdhi, H. A., & Wibowo, M. A. (2015). Analysis of factors affecting design changes in construction project with Partial Least Square (PLS). Procedia Engineering, 125, 40-45.
  • Xia, L., Fan, W. X. (2008). Who Should Do The Work: The Different Roles of Customer Participation and Its Impacts on Satisfaction? American Marketing Association, 284-291.
  • 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.
Toplam 45 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Derleme Makaleler
Yazarlar

Hatice Aydın 0000-0002-5581-7216

Özer Yılmaz 0000-0002-8207-8682

Erken Görünüm Tarihi 17 Mayıs 2022
Yayımlanma Tarihi 31 Temmuz 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 12 Sayı: 1

Kaynak Göster

APA Aydın, H., & Yılmaz, Ö. (2022). EVALUATION OF THE EFFECT OF PERCEIVED VALUE CO-CREATION ON PERCEIVED VALUE CO-PRODUCTION IN THE PROCESS OF PARTICIPATION IN SERVICES. Düzce Üniversitesi Sosyal Bilimler Dergisi, 12(1), 536-550. https://doi.org/10.55179/dusbed.1130285
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