User experience sharing: Understanding customer initiation of value co-creation in online communities

Tom Chen*, Judy Drennan, Lynda Andrews, Linda D. Hollebeek

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    111 Citations (Scopus)

    Abstract

    Purpose: This paper aims to propose user experience sharing (UES) as a customer-based initiation of value co-creation pertaining to service provision, which represents customers’ level of effort made for the direct benefit of others in their service network. The authors propose and empirically examine a user experience sharing model (UESM) that explicates customer-to-customer (C2C) UES and its impacts on firm-desired customer-based outcomes in online communities. Design/methodology/Approach: Based on an extensive review, the authors conceptualize UES and UESM. By using online survey data collected from mobile app users in organic online communities, the authors performed structural equation modeling analyses by using AMOS 24. Findings: The results support the proposed UESM, showing that C2C UES acts as a key driver of both firm-desired customer efforts and customer insights. The results also confirmed that service-dominant (S-D) logic-informed motivational drivers exert a significant impact on C2C UES. Importantly, C2C UES mediates the relationship between S-D logic-informed motivational drivers and firm-desired customer-based outcomes. Originality/value: This study offers a pioneering attempt to develop an overarching concept, UES, which reflects customers’ initiation of value co-creation, and to empirically examine C2C UES. The empirical evidence supports the key contention that firms should proactively facilitate C2C UES.

    Original languageEnglish
    Pages (from-to)1154-1184
    Number of pages31
    JournalEuropean Journal of Marketing
    Volume52
    Issue number5-6
    DOIs
    Publication statusPublished - 16 Apr 2018

    Fingerprint

    Dive into the research topics of 'User experience sharing: Understanding customer initiation of value co-creation in online communities'. Together they form a unique fingerprint.

    Cite this