A kölcsönös értékteremtéssel kapcsolatos elvárások modellezése a szolgáltatásokban

Fókuszban a turizmus

Authors

DOI:

https://doi.org/10.14267/VEZTUD.2021.04.02

Keywords:

co-creation, services, value creation, consumer decision behaviour

Abstract

Co-creation manifests in the interaction between company and consumer. This study considers consumer decision-making and explores the elements of co-creation in user preferences in two areas. The first of these is the beginning of the service selection process with a focus on service products in the tourism. This research is based on focus group interviews, in which the content of the transcripts was explored using text analysis software. This revealed the presence of a remarkable occurrence of concepts related to co-creation. Based on the code structure, the following user expectations can be associated with co-creation: communication, value proposition, availability, flexibility and experience. Complexity and personality also affect the customer’s expectations of co-creation. The results were used in a model to identify co-creation expectations, which supported the conclusion that co-creation is a combination of adaptation and active client policy, and at the same time provides an opportunity to improve quality management.

Downloads

Download data is not yet available.

Author Biographies

Zoltán Veres, University of Pannonia

Full Professor

Fanny Liska, University of Pannonia

Assistant Research Fellow

References

Belal, H.M., Shirahada, K., & Kosaka, M. (2013). Value Co-creation with Customer through Recursive Approach Based on Japanese Omotenashi Service. International Journal of Business Administration, 4(1), 28-38. https://doi.org/10.5430/ijba.v4n1p28

Benedettini, O., & Neely. A. (2012). Complexity in services: an interpretative framework. In 23rd Annual Conference of the Production and Operations Management Society. April 20 – 23, 2012, Chicago, Illinois, U.S.A. https://cambridgeservicealliance.eng.cam.ac.uk/resources/Downloads/Monthly%20Papers/AlliancePaper_June2012_ComplexityinServices.pdf

Berenguer-Contrí, G., G. Gallarza, M., Ruiz-Molina, M.- E., & Gil-Saura, I. (2020). Value co-creation in B-to-B environments. Journal of Business & Industrial Marketing, 35(7), 1251-1271. https://doi.org/10.1108/JBIM-01-2019-0061

Chikán A., & Demeter K. (1999). Az értékteremtő folyamatok menedzsmentje. Termelés, szolgáltatás, logisztika. Budapest: Aula Kiadó.

Clarke, A. (ed.) (2011). Exploring Co-Creation. Harlow: Pearson.

Cova, B., & Dalli, D. (2009). Working Consumers: The Next Step in Marketing Theory? Marketing Theory, 9(3), 315–339. https://doi.org/10.1177/1470593109338144

Cova, B., Dalli, D., & Zwick, D. (2011). Critical perspec- tives on consumers’ role as “producers”: Broadening the debate on value co-creation in marketing processes. Marketing Theory, 11(3), 231–241. https://doi.org/10.1177/1470593111408171

De Koning, J.I.J.C., Crul, M.R.M., & Wever, R. (2016). Models of co-creation. In Service Design Geographies. Proceedings of the ServDes 2016 Conference (vol. 125). Copenhagen.

Edvardsson, B., Tronvoll, B., & Gruber, T. (2011). Expanding understanding of service exchange and value co-creation: a social construction approach. Journal of the Academy of Marketing Science, 39(April), 327- 339. https://doi.org/10.1007/s11747-010-0200-y

Eiglier, P., & Langeard, E. (1991). Servuction – Le marketing des services. Paris: McGraw-Hill.

Ercsey, I. (2015). Value co-creation relating to cultural and health services. Tér-Gazdaság-Ember, 3(4), 47-61. Ercsey, I. (2016). Customer Participation: Mandatory or Voluntary Behaviour? ‘Club of Economics in Miskolc’ TMP, 12(1), 27-36. https://doi.org/10.18096/tmp.2016.01.04

Ercsey, I. (2017). The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage? Journal of Competitiveness, 9(3), 51-66. https://doi.org/10.7441/joc.2017.03.04

Eysenck, H. J. (1970). The Structure of Human Personalty. London: Methuen https://doi.org/10.4324/9780203753439

Grönroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing Theory, 11(3), 279-302. https://doi.org/10.1177/1470593111408177

Gustafsson, A., Kristensson, P., & Witell, L. (2012). Customer co-creation in service innovation: a matter of communication? Journal of Service Management, 23(3), 311-327. https://doi.org/10.1108/09564231211248426

Ind, N., & Coates, N. (2013). The meanings of co-creation. European Business Review, 25(1), 86-95. https://doi.org/10.1108/09555341311287754

Jäckel, K. (2016). Frontvonal audit a felsőoktatásban (Hungarian Edition). Saarbrücken: GlobEdit.

Kelemen-Erdős, A., & Mitev, A. (2016). Holisztikus szolgáltatásélmény – vendég-utazás és kölcsönös értékteremtés dimenziói az art- és romkocsmák példáján. Marketing & Menedzsment, 50(3-4), 88-101. https://journals.lib.pte.hu/index.php/mm/article/view/888/758

Oertzen, A-S., Odekerken-Schröder, G., Brax, S. A., & Mager, B. (2018). Co-creating services – conceptual clarification, forms and outcomes. Journal of Service Management, 29(4), 641-679. https://doi.org/10.1108/JOSM-03-2017-0067

Papp, A. (2014). Értékvezérelt marketing – a co-creation jelentősége. In Piskóti I. (ed.), Marketingkaleidoszkóp 2014. Innovációvezérelt marketing (pp. 73-82). Miskolc: Miskolci Egyetem.

Papp, A. (2019). Beszállítói kapcsolatok, a beszállítói innovációs érték és annak hatásai a vevői innovációs folyamat piaci sikerére (Doktori értekezés). Miskolc: Miskolci Egyetem Vállalkozáselmélet és Gyakorlat Doktori Iskola. http://midra.uni-miskolc.hu/document/32729/28813.pdf

Petr, C., Belk, R., & Decrop, A. (2015). Videography in marketing research: mixing art and science. Arts and the Market, 5(1), 73–102. https://doi.org/10.1108/am-01-2014-0002

Prahalad, C.K., & Ramaswamy, V. (2000). Co-opting Customer Competence. Harvard Business Review, 78(January/February), 79–87. https://hbr.org/2000/01/co-opting-customer-competence

Prahalad, C.K., & Ramaswamy, V. (2002). The Co-creation Connection. Strategy and Business, 27(2), 51–60. https://www.strategy-business.com/article/18458?gko=bd5b9

Prahalad, C.K., & Ramaswamy, V. (2004). Co-creation Experiences: The Next Practice in Value Creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015

Prebensen, N.K., & Foss, L. (2011). Coping and Co-creating in Tourist Experiences. International Journal of Tourism Research, 13(1), 54-67. https://doi.org/10.1002/jtr.799

Preikschas, M.W., Cabanelas, P., Rüdiger, K., & Lampón, J.F. (2017). Value co-creation, dynamic capabilities and customer retention in industrial markets. Journal of Business & Industrial Marketing, 32(3), 409- 420. https://doi.org/10.1108/JBIM-10-2014-0215

Ramaswamy, V. (2004). It’s about human experiences... and beyond, to co-creation. Industrial Marketing Management, 40(2), 195–196. https://doi.org/10.1016/j.indmarman.2010.06.030

Ramaswamy, V., & Ozcan, K. (2020). The “Interacted” actor in platformed networks: theorizing practices of managerial experience value co-creation. Journal of Business & Industrial Marketing, 35(7), 1165-1178. https://doi.org/10.1108/JBIM-10-2018-0318

Rekettye, G. (2017). Az érték a marketingben. Marketing & Menedzsment, 51(1-2), 76-86. https://journals.lib.pte.hu/index.php/mm/article/view/838/709

Rekettye G. (2019). ‘Value Creation 4.0 – Marketing Products in the 21st Century’. Transnational Marketing Journal, 8(1), 17-21. https://doi.org/10.33182/tmj.v8i1.997

Ruiz-Alba, J.L., Soares, A., Rodríguez-Molina, M.A., & Frías-Jamilena, D.M. (2019). Servitization strategies from customers’ perspective: the moderating role of co-creation. Journal of Business & Industrial Marketing, 34(3), 628-642. https://doi.org/10.1108/JBIM-02-2017-0028

Skålén, P., Pace, S., & Cova, B. (2015). Firm-brand community value co-creation as alignment of practices. European Journal of Marketing, 49(3/4), 596 – 620. https://doi.org/10.1108/ejm-08-2013-0409

Vargo, S.L., & Lusch, R.F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036

Vargo, S.L., & Lusch, R.F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10. https://doi.org/10.1007/s11747-007-0069-6

Veres, Z. (2009). A szolgáltatásmarketing alapkönyve, Budapest: Akadémiai Kiadó.

Verleye, K. (2015). The co-creation experience from the customer perspective: its measurement and determinants. Journal of Service Management, 26(2), 321-342. https://doi.org/10.1108/josm-09-2014-0254

Witell, L., Kristensson, P., Gustafsson, A., & Löfgren, M. (2011). Idea Generation: Customer Co-creation versus Traditional Market Research Techniques. Journal of Service Management,

(2), 140-159. https://doi.org/10.1108/09564231111124190

Wymer, W., Boenigk, S., & Möhlmann, M. (2015). The Conceptualization of Nonprofit Marketing Orientation: A Critical Reflection and Contributions Toward Closing the Practice–Theory Gap. Journal of Nonprofit & Public Sector Marketing, 27(2), 117–134. https://doi.org/10.1080/10495142.2014.965078

Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and Strategies in Services Marketing. Journal of Marketing, 49(2), 33-46. https://doi.org/10.2307/1251563

Zoltayné, P. Z. (2005). Döntéselmélet. Budapest: Alinea.

Downloads

Published

2021-04-12

How to Cite

Veres, Z., & Liska, F. (2021). A kölcsönös értékteremtéssel kapcsolatos elvárások modellezése a szolgáltatásokban: Fókuszban a turizmus. Vezetéstudomány Budapest Management Review, 52(4), 5–19. https://doi.org/10.14267/VEZTUD.2021.04.02

Issue

Section

Studies and Articles