Antecedents and consequences of co-creation in credence-based service contexts

ABSTRACT The present study proposes that co-creation is a dialogical process which involves a high level of participation by both partners, and attempts to test a co-creation model, where partners engage in a service interaction using their operant resources. Results from 65 exploratory interviews and 502 scenario-based experiments demonstrate that operant resources lead to higher levels of participation; however, participation by one partner does not lead to co-creation unless the other partner is also participating, indicating the constructive effects of a mutually contributing relationship. Results also imply that co-creation is a highly contextual and interactive phenomenon, thus the dimensions and the effects of mutual participation should be interpreted by investigating specific service contexts. Positive outcomes significantly increase with co-creation; however, well-being seems to be a concept intertwined within the dyadic service relationship rather than a remote state of the consumer.