The Evolution and Prospects of Value Co-creation Research: A Perspective from Customer Experience to Service Ecosystems

Jian Zhaoquan, Linghu Kerui, Li Lei

Foreign Economics & Management Vol. 38, Issue 09, pp. 3 - 20 (2016)  DOI:10.16538/j.cnki.fem.2016.09.001

Abstract

Value co-creation refers to a dynamic process of co-creating value through service exchange and resources integration by value creation agents. Value co-creation is an important topic in marketing field,which is a breakthrough in the traditional view of enterprise value creation. With the development of network economy,the perspective of value co-creation shifts from a dyadic interaction of firms and customers to dynamic networks interaction of many social and economic participants. Based on a systematic review of development context of foreign value co-creation research perspective,this paper analyzes five perspectives of value co-creation,namely customer experience, service-dominant logic,service logic,service science and service ecosystems. It arrives at the following conclusions:the early thought of value co-creation sprouted in co-production,formally started from customer experience and developed with service-dominant logic;and value co-creation from a perspective of service ecosystems attracts extensive attention. Moreover,based on value cocreation concept,it makes a deep comparison of five perspectives in three aspects,namely value,the co-,and creation,and elaborates the differences between five theoretical perspectives of value cocreation. Lastly,it proposes the prospects for the future research of value co-creation.

Keywords

value co-creation; service-dominant logic; service logic; service science; service ecosystem