Footnote:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments July 10, 2012 erstellt
Description:
The aim of this paper is to develop a model of consumer engagement in co-production of products and services. In previous literature co-production has been presented as a dynamic process that links to customization and service-dominant logic and that offers possibilities for CRM and market segmentation. Yet, little is known in marketing literature regarding how and why consumers engage in co-production and also the consequences of such engagement. Recently, Etgar (2008) presented a five stage descriptive model of consumer co-production. Yet, the fully descriptive nature of the model makes it impractical for use in research. Developing existing literature, this paper proposes a model of consumer engagement in co-production that replaces three out of five stages proposed by Etgar by using consumer psychological empowerment (PE) construct. PE is adopted from organizational behaviour literature where it has been defined as intrinsic task motivation and used to study the employee level of motivation, and adapted to consumer context. Among the benefits offered by PE construct is being a validated tool that lends itself both to qualitative and quantitative oriented further studies, recognising the subjectivity of consumer experience and the dynamicity of the process thanks to its social cognitive theory based roots