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|Title: ||To Participate or Not Participate. Exploring the Perceived Value of Co-production|
|Authors: ||Merken, Anne|
|Issue Date: ||2013|
|Citation: ||Proceedings of the 2013 EMAC Conference, p. 394-394|
|Abstract: ||Self check-outs, self-scanning, online ticket buying, designing your own shoes and dresses. Since co-production is seen as a source of competitive advantage, firms are more and more trying to involve the customer in their production process. But why are customers willing to co-produce? What is in it for them? Building on the notion of customer value, customers only co-produce when the benefits outweigh the costs. To elicit the co-production costs and benefits we conducted in-depth interviews. Second, we developed a conceptual model that links the various co-production value elements to higher order customer evaluative judgments.|
|Type: ||Proceedings Paper|
|Appears in Collections: ||Research publications|
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