Service Watch: the Co Creation

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Service watch:
Value co-creation

LSMS2102
Advanced Marketing
Professor V. Swaen

Group 1
Chumpitaz Pasquel Diana
De Praetere Bertrand
Kalbfleisch Christophe
Paquet Julien
Vansiliette Thomas

12/05/2012
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The choice of the theme of our paper was quite easy. We chose for co-creation because it is something we, in a certain way, encounter everywhere. Indeed, each time someone asks to a person his opinion on his work, the one who intervenes participate to the creation of value of this specific project, they co-create... In the term co-creation there is “co” and “creation”. The “co” stands for teamwork, an interactive relationship or a customer experience. “Creation” suggests the conception of a value rich experience. In other words, cocreation is a marketing strategy which allows and encourages a more active involvement from the customer to create value.

After this little introduction we have divided our group assignment in three main parts and a conclusion. The two first parts have been developed with more or less the same methodology. We have searched articles related to our topic. We have resumed them in the appendix. Afterwards, we have discussed the articles and made the link with concepts examined in the course. Nevertheless, the first part is a discussion of each interesting academic article while the second part is divided into topics in which several business articles where discussed. Our third part is an interesting company case, the BMW Co-Creation Lab, which fits perfectly in our field. Finally, we have made a short conclusion about our group work what we learned throughout this.

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Paper discussing about academic articles

Customer co-creation of travel services: the role of the company support and customer satisfaction with the co-creation performance The first academic article, from Grissemann and Shokburger-Sauer (2012), describes the role of company support and customer satisfaction with the co-creation performance. This article issues seven hypotheses that can be related to some topics as satisfaction and loyalty. We decided to analyse one hypothesis that is linked to the concept of service quality and satisfaction seen in course because, according to us, it is the most pertinent.

Hypothesis: Degree of co-creation has a positive effect on the customers' satisfaction with the service company.
This hypothesis is directly related to the GAP theory seen during the course. A higher degree of co-creation generates smaller gaps.
As gap 1 is the difference between customers’ expectations and the company perceptions of these. A high degree of co-creation is reduced as the gap is becoming smaller. Degree of co-creation implies the level of investments of the customers in the service development process and also implies the company-customer interactions in a service context called “company support”. With those interactions, a company can have a better view of what customers are expected and provide these customers a service as close as possible of their expectations. Strong relationship can emerge between the company and their customers.

Gap 2 is the difference between on one hand the customer-driven service designs and standards, and on the other hand the management perceptions of customer expectations. Cocreation can improve this perception by a forum or tool that allows customers to give their opinion about how the product or the service should be. Afterwards, the company can have a direct contact with the client and being as close as possible of the customer-driven service designs and standards.

Gap 3 is the difference between service delivery and the customer-driven service designs and standards. Co-creation allows customers to customise a product or a service by 3

giving new ideas and finding solutions to some issues on actual products and services. Cocreation allows companies to build a product or a service that follows the customers’ expectations but also to better...
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