Better together: involving consumers in the ideation, creation and dissemination of transformative value

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Bilstein, Nicola and Verlegh, Peeter W.J. and Klostermann, Jan and Akpınar, Ezgi (2022) Better together: involving consumers in the ideation, creation and dissemination of transformative value. Journal of Service Management (SI), 33 (4-5). pp. 520-530. ISSN 1757-5818 (Print) 1757-5826 (Online)

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Abstract

Purpose: Consumers play a central role in the creation of transformative value, enhancing the well-being of people and the planet. With this article, the authors synthesize service and communication scholars' views to conceptually discuss opportunities and challenges on how to involve consumers in the ideation, creation and dissemination of transformative value. In doing so, the authors identify avenues for future research. Design/methodology/approach: This research relies on a review of service and communication literature, connecting their insights to real world examples. Findings: Consumers are involved in the ideation, creation and dissemination of transformative value by engaging in customer innovation, customer participation and customer dissemination behaviors. In relation to these types of customer involvement, four overarching research themes emerge in the context of transformative services: (1) the voice of the non-customer, (2) protecting vulnerable customers, (3) consumer literacy and (4) WOM as a double-edged sword. Originality/value: This research contributes to transformative service research by assessing the opportunities and challenges related to customers' involvement in the ideation, creation and dissemination of transformative value. Additionally, it identifies avenues for the future at the intersection of communication and service research.
Item Type: Article
Uncontrolled Keywords: Communication; Customer dissemination; Customer innovation; Customer participation; Transformative value; Word-of-mouth (WOM)
Divisions: Sabancı Business School
Depositing User: Ezgi Akpınar
Date Deposited: 22 Aug 2022 14:44
Last Modified: 22 Aug 2022 14:44
URI: https://research.sabanciuniv.edu/id/eprint/44163

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