Co-production and co-creation using self-service technology: the application of service dominant logic

Hilton, Toni; Hughes, Tim

Abstract

Research on how customers engage in the co-creation processes envisaged by the Servicedominant logic paradigm is currently limited and even less work has been published on frameworks for organizations to manage the co-creation process. This conceptual paper examines a particular aspect of co-creation: co-production as a result of the application of self-service technology (SST). We propose a conceptual framework for co-production, which emphasizes the need to understand productivity from the point of view of the customer, and demonstrate how this can be applied in both consumer (b2c) and interorganizational (b2b) contexts. We conclude that service organizations might benefit from
clearly identifying co-production with task-performance, and co-creation with the value-attributing aspects of the customer service experience. Both aspects generate a range of design and management challenges for suppliers particularly the need to understand the cocreation process ‘outputs’ desired by customers and the full costs of moving away from person to person interaction.

Citation

Hilton, T., & Hughes, T. (2008, December). Co-production and co-creation using self-service technology: the application of service dominant logic. Paper presented at The Otago Forum 2, Dunedin, New Zealand

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: The Otago Forum 2
• Conference Location: Dunedin, New Zealand
• Start Date: Dec 8, 2008
• End Date: Dec 12, 2008
• Publication Date: Dec 1, 2008
• Peer Reviewed: Not Peer Reviewed
• Keywords: service-dominant logic, operant resources, customer productivity, co-creation of value, co-production
• Public URL: https://uwe-repository.worktribe.com/output/1007039
• Publisher URL: http://www.business.otago.ac.nz/Marketing/Events/OtagoForum/Final%20forum%20papers/Otago%20Forum%20Paper%204_Hilton.pdf