NDLI: Engaging Customers in Value Co-creation: The Emergence of Customer Readiness

Content Provider	IEEE Xplore Digital Library
Author	Wenkai Wang Peihua Hsieh Yen, H.R.
Copyright Year	2011
Abstract	Customer input is increasingly recognized as important in achieving service supremacy. As such, more and more service providers launch various service offerings with the intent to engage customers in value co-creation. However, despite the importance of the customer in value co-creation, how to garner customer input and/or motivate them to participate still remains unclear. To address this gap, we investigate the customer's role and propose a concept "customer readiness for co-creation" (CRC) to demonstrate customer preparation to engage in cooperative behavior with a supplier¡¦s initiatives in value co-creation. Additionally, we identify some antecedents and control variables to enrich the framework of CRC. We then use tourism as our research context and obtain 344 valid responses from an internet-based survey. The results, first, show that CRC emerges as a key concept in explaining customer intention to participate in value co-creation. Second, CRC stands as a key contributor to increased value for both customers and suppliers. Third, relationship strength is found to enhance the effect of CRC on the supplier's value from co-creation (customer feedback). Finally, we provide discussion, limitations, and suggestions for future work.
Starting Page	135
Ending Page	139
File Size	218598
Page Count	5
File Format	PDF
ISBN	9781457703263
DOI	10.1109/IJCSS.2011.34
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2011-05-25
Publisher Place	Taiwan
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Context Correlation Atmospheric measurements Proactive post-sale service Education Customer readiness Particle measurements Value co-creation Mathematical model Reliability Customer interaction
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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