Paper Type
Complete
Abstract
The proliferation of the service sector in the age of big data highlights the role of customers as co-creators for business value. Customer interactions on digital platforms make a significant contribution to the vast amount of big data. Considering the lack of systematic and comprehensive studies on this research stream, the objective of the paper is to conduct a concept-centric literature review on customer co-creation from the lens of the service-dominant logic and guide future research. The paper systematically synthesizes and categorizes 50 articles by the concept matrix to reveal the interrelationships among them. The result of the paper provides a holistic overview of value, resources, and mechanisms relevant to customer co-creation. Concrete ideas for future research directions are also proposed for enriching the academic literature and promoting practical implications. The paper holds important implications for accelerating customer co-creation for service providers to achieve big-data-driven competitive advantages.
Recommended Citation
Dam, Nguyen Anh Khoa; Le Dinh, Thang; and Menvielle, William, "Customer Co-creation through the Lens of Service-dominant Logic: A literature Review" (2020). AMCIS 2020 Proceedings. 29.
https://aisel.aisnet.org/amcis2020/data_science_analytics_for_decision_support/data_science_analytics_for_decision_support/29
Customer Co-creation through the Lens of Service-dominant Logic: A literature Review
The proliferation of the service sector in the age of big data highlights the role of customers as co-creators for business value. Customer interactions on digital platforms make a significant contribution to the vast amount of big data. Considering the lack of systematic and comprehensive studies on this research stream, the objective of the paper is to conduct a concept-centric literature review on customer co-creation from the lens of the service-dominant logic and guide future research. The paper systematically synthesizes and categorizes 50 articles by the concept matrix to reveal the interrelationships among them. The result of the paper provides a holistic overview of value, resources, and mechanisms relevant to customer co-creation. Concrete ideas for future research directions are also proposed for enriching the academic literature and promoting practical implications. The paper holds important implications for accelerating customer co-creation for service providers to achieve big-data-driven competitive advantages.
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