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A Mathematical Model of Value Co-Creation Dynamics Using a Leverage Mechanism
| Content Provider | MDPI |
|---|---|
| Author | Hara, Tatsunori Tsuru, Satoko Yasui, Seiichi |
| Copyright Year | 2022 |
| Description | Service marketing for sustainability can be addressed in studies on human wellbeing promoted by delight and value co-creation within service systems. However, there is scant research on formal models of value co-creation dynamics with respect to customer delight. This study aimed to formulate a mathematical model of value co-creation dynamics based on a “seesaw catapult” using a lever system. This is based on the concept presented in ISO/TS 24082 and involved service providers’ customer centricity and customers’ active participation. We solved the maximization problem for a ball’s height (i.e., customer experience) by optimizing customers’ active participation and the scale of data collection. Theoretical analysis of rotational motion dynamics revealed nonlinear, complementary, and trade-off relationships in the model. Optimal conditions for the variables were obtained, and additional conditions of the service provider’s customer centricity were derived to achieve customer delight. In this study, a switchback co-creation process of the service system was constructed based on these findings. This study contributes to the value co-creation literature by providing a normative model of co-creation dynamics that enables deductive development and generates various co-creation processes. Service marketing sustainability can be expanded by exploring appropriate co-creation scenarios that maintain and engage people in service systems. |
| Starting Page | 6531 |
| e-ISSN | 20711050 |
| DOI | 10.3390/su14116531 |
| Journal | Sustainability |
| Issue Number | 11 |
| Volume Number | 14 |
| Language | English |
| Publisher | MDPI |
| Publisher Date | 2022-05-26 |
| Access Restriction | Open |
| Subject Keyword | Sustainability Information and Library Science Co-creation Dynamics of Rotational Motion Lever System Customer Centricity Customer Participation Customer Delight Service Excellence Nonlinearity Trade-off Service Engineering |
| Content Type | Text |
| Resource Type | Article |
