Engaging Customers in Co-Production Processes: How Value Enhancing and Intensity Reducing Communication Strategies Mitigate the Negative Effects of Co-Production Intensity

摘要

Co-production offerings in which customers engage in the production of goods and services are ubiquitous in everyday life. Hence, it is not surprising that the concept of co-production and its consequences have received increasing attention by marketing academics (e.g., Bendapudi and Leone 2003; Troye and Supphellen 2012). Although most of these studies are vital documents of the beneficial aspects associated with customers engaging in co-production (versus traditional firm-production), it remains largely unclear how customers' perceptions of co-production intensity (in terms of effort and time) within co-production processes affect its overall evaluation. Furthermore, little is known about strategies that firms can employ to positively affect customers' perceptions of co-production processes.