Defective co-creation: : Developing a typology of consumer dysfunction in professional services

• Autores: Dominique A Greer
• Localización: European Journal of Marketing, ISSN-e 1758-7123, Vol. 49, Nº. 1-2, 2015, págs. 238-261
• Idioma: inglés
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• Resumen

  • Purpose - This study aims to explore the scope of consumers' defective co-creation behaviour in professional service encounters. One of the founding premises of service-dominant logic (Vargo and Lusch, 2004, 2008) is that consumers co-create the value they derive from service encounters. In practice, however, dysfunctional consumer behaviour can obstruct value co-creation. Extant research has not yet investigated consumers' defective co-creation behaviour in highly relational services, such as professional services, that are heavily reliant on co-creation.

    Design/methodology/approach - To investigate defective co-creation in professional services, 164 critical incidents were collected from 38 health-care and financial service providers using the critical incident technique within semi-structured, in-depth interviews. Thematic coding was used to identify emergent themes and patterns of consumer behaviour.

    Findings - Thematic coding resulted in a comprehensive typology of consumers' defective co-creation behaviour that both confirms the prevalence of previously identified dysfunctional behaviours (e.g. verbal abuse and physical aggression) and identifies two new forms of consumer misbehaviour: underparticipation and overparticipation. Further, these behaviours can vary, escalate and co-occur during service encounters.

    Originality/value - Both underparticipation and overparticipation are newly identified forms of defective co-creation that need to be examined within the broader framework of service-dominant logic (SDL).