Co-creation is the concept that incorporates all the theoretical and empirical instances in which organizations and customers engage to build value. This concept gained a high level of importance due to the nature of the present-day market in which customers have a multitude of options. Companies need to obtain customer mindshare and differentiate themselves from their rivals which requires including the customer on a very high level to be able to build products and services matching their needs to a very high level of detail, thus adopting co-creation became a crucial factor. Technology and automation shifted the market, leading to the prevailing of service- dominant logic. Services are becoming increasingly important, also product-based companies are coupling their products with service as a main part of their offering to deliver a satisfying full customer experience across different steps of customer interaction. Therefore, including the customers to build these services through co- creation is becoming an important factor in a company’s success. Companies have the need to attract the right customers to involve them in co-creation activities to have the right effective outcomes of it for their services. This need required investigating the factors that constitute the decision-making process of joining co- creation for the customer, and their anticipated emotions from it. This study hypothesized that there is a set of motivators that trigger the customers' anticipated motions either in a positive or negative way, which consequently affects the intention of whether to join co-creation activities or not, and the nature of the service moderates the relationship between the motivators and anticipated emotions. This set of motivators is composed of 5 motivators which are learning benefits, hedonic benefits, personal benefits, pragmatic benefits, and social benefits. The study was conducted through the participation of 201 individuals in one of two surveys, one survey for high-touch services, and the other for high-tech services. The two surveys were identical except for the priming of the participants in which each participant was put in a scenario of either a high-touch or high-tech service scenario. A model of the hypothesis was built using Smart pls software and its validity was checked. The model was used to investigate the relations between the constructs of the model through participants' answers and obtain the results of these relations. The results of the study showed that for the high-touch services that require a high level of human interaction the hedonic and learning benefits had a strong effect on the anticipated emotions, and consequently the intention to participate. This means that i for that type of service, customers are mainly focused on the time spent during the activity itself, how to enjoy that time and learn about the service from it. For the high-tech services which are services that are technology-based with minimum human interaction, the pragmatic benefits are the main motivators for participation. That means that participants are more motivated by the results that this activity is going to bring in the future for the quality of the service and secondary to that is the hedonic benefits referring to the joy resulting from having this experience. This is considered an addition to the current literature on co-creation in new product development, and it gives important input to the firms adopting co-creation approaches in the development of their services on the important factors to consider while building such activities based on three axes: the service nature, the target market, and the objective of co-creation. Moreover, it opens the door to further research to investigate on a deeper level the effect of anticipated emotions in different industries, and different levels of interaction on the spectrum of human–technology interaction.
La co-creazione è un concetto che incorpora tutte le istanze teoriche ed empiriche in cui organizzazioni e clienti si impegnano per costruire valore. Questo concetto ha acquisito molta importanza a causa della natura del mercato attuale in cui i clienti hanno una moltitudine di opzioni. Le aziende devono ottenere la condivisione della mente del cliente e differenziarsi dai loro concorrenti, il che richiede di includere il cliente a un livello molto alto per essere in grado di costruire prodotti e servizi che soddisfino le loro esigenze con un livello di dettaglio molto elevato, quindi l'adozione della co-creazione è diventata un fattore cruciale. La tecnologia e l'automazione hanno creato un cambiamento nel mercato che ha portato al prevalere della service dominant logic. I servizi stanno diventando sempre più importanti, inoltre le aziende basate sui prodotti stanno accoppiando i loro prodotti con il servizio come parte principale della loro offerta per offrire un'esperienza cliente completa e soddisfacente attraverso diverse fasi dell'interazione con il cliente. Pertanto, includere i clienti nella costruzione di questi servizi attraverso la co-creazione sta diventando un fattore importante per il successo di un'azienda. Le aziende hanno la necessità di attrarre i clienti giusti per coinvolgerli in attività di co-creazione per avere i giusti risultati efficaci per i loro servizi. Questa esigenza ha richiesto di indagare i fattori che costituiscono il processo decisionale di aderire alla co-creazione per il cliente e le sue emozioni anticipate da esso. Questo studio ipotizza che esista un insieme di motivatori che innescano le emozione anticipate dei clienti in modo positivo o negativo, che di conseguenza influenza l'intenzione a partecipare o meno alle attività di co-creazione, e la natura del servizio modera la relazione tra le motivazioni e le emozioni anticipate. Questo set di motivatori è composto da cinque motivatori che sono benefici di apprendimento, benefici edonistici, benefici personali, benefici pragmatici e benefici sociali. Lo studio è stato condotto attraverso la partecipazione di 201 persone a uno dei due sondaggi, uno per i servizi high-touch e l'altro per i servizi high-tech. I due sondaggi erano identici ad eccezione del priming dei partecipanti in cui ogni partecipante è stato inserito in uno scenario di uno scenario di servizio high-touch o high-tech. Un modello dell'ipotesi è stato costruito utilizzando il software Smart pls e la sua iii validità è stata verificata. Il modello è stato utilizzato per indagare le relazioni tra i costrutti del modello attraverso le risposte dei partecipanti e ottenere i risultati di queste relazioni. I risultati dello studio hanno mostrato che per i servizi high-touch che richiedono un alto livello di interazione umana i benefici edonistici e di apprendimento hanno avuto un forte effetto sulle emozioni previste e, di conseguenza, sull'intenzione di partecipare. Ciò significa che per quel tipo di servizio, i clienti si concentrano principalmente sul tempo trascorso durante l'attività stessa, su come godersi quel tempo e imparare da esso il servizio. Per i servizi high tech che sono servizi basati sulla tecnologia con un'interazione umana minima, i vantaggi pragmatici sono i principali motivi di partecipazione. Ciò significa che i partecipanti sono più motivati dai risultati che questa attività porterà in futuro per la qualità del servizio e secondari a ciò sono i benefici edonistici riferiti alla gioia derivante dall'avere questa esperienza. Questo è considerato un'aggiunta all'attuale letteratura sulla co-creazione nello sviluppo di nuovi prodotti e fornisce un input importante alle aziende che adottano approcci di co-creazione nello sviluppo dei loro servizi sui fattori importanti da considerare durante la costruzione di tali attività basate su tre assi: la natura del servizio, il mercato di riferimento e l'obiettivo della co-creazione. Inoltre, apre la porta a ulteriori ricerche per indagare a un livello più profondo l'effetto delle emozioni anticipate in diversi settori e diversi livelli di interazione sullo spettro dell'interazione uomo-tecnologia.
Anticipated emotions in co-creation of new product development in the service sector
ELKASSAS, AHMED MOHAMED FAROUK MOHAMED
2022/2023
Abstract
Co-creation is the concept that incorporates all the theoretical and empirical instances in which organizations and customers engage to build value. This concept gained a high level of importance due to the nature of the present-day market in which customers have a multitude of options. Companies need to obtain customer mindshare and differentiate themselves from their rivals which requires including the customer on a very high level to be able to build products and services matching their needs to a very high level of detail, thus adopting co-creation became a crucial factor. Technology and automation shifted the market, leading to the prevailing of service- dominant logic. Services are becoming increasingly important, also product-based companies are coupling their products with service as a main part of their offering to deliver a satisfying full customer experience across different steps of customer interaction. Therefore, including the customers to build these services through co- creation is becoming an important factor in a company’s success. Companies have the need to attract the right customers to involve them in co-creation activities to have the right effective outcomes of it for their services. This need required investigating the factors that constitute the decision-making process of joining co- creation for the customer, and their anticipated emotions from it. This study hypothesized that there is a set of motivators that trigger the customers' anticipated motions either in a positive or negative way, which consequently affects the intention of whether to join co-creation activities or not, and the nature of the service moderates the relationship between the motivators and anticipated emotions. This set of motivators is composed of 5 motivators which are learning benefits, hedonic benefits, personal benefits, pragmatic benefits, and social benefits. The study was conducted through the participation of 201 individuals in one of two surveys, one survey for high-touch services, and the other for high-tech services. The two surveys were identical except for the priming of the participants in which each participant was put in a scenario of either a high-touch or high-tech service scenario. A model of the hypothesis was built using Smart pls software and its validity was checked. The model was used to investigate the relations between the constructs of the model through participants' answers and obtain the results of these relations. The results of the study showed that for the high-touch services that require a high level of human interaction the hedonic and learning benefits had a strong effect on the anticipated emotions, and consequently the intention to participate. This means that i for that type of service, customers are mainly focused on the time spent during the activity itself, how to enjoy that time and learn about the service from it. For the high-tech services which are services that are technology-based with minimum human interaction, the pragmatic benefits are the main motivators for participation. That means that participants are more motivated by the results that this activity is going to bring in the future for the quality of the service and secondary to that is the hedonic benefits referring to the joy resulting from having this experience. This is considered an addition to the current literature on co-creation in new product development, and it gives important input to the firms adopting co-creation approaches in the development of their services on the important factors to consider while building such activities based on three axes: the service nature, the target market, and the objective of co-creation. Moreover, it opens the door to further research to investigate on a deeper level the effect of anticipated emotions in different industries, and different levels of interaction on the spectrum of human–technology interaction.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/212762