A transformative value co-creation framework for online services

Joy Parkinson; Rory Mulcahy; Lisa Schuster; Heini Taiminen

doi:10.1108/JSTP-04-2018-0098

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A transformative value co-creation framework for online services

Journal article

Open access

Peer reviewed

A transformative value co-creation framework for online services

Joy Parkinson, Rory Mulcahy, Lisa Schuster and Heini Taiminen

Journal of Service Theory and Practice, Vol.29(3), pp.353-374

2019

DOI: https://doi.org/10.1108/JSTP-04-2018-0098

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Abstract

social support

transformative services

transformative value

value co-creation

Purpose: Online offerings for transformative services create value for consumers, although little research examines the process through which these services deliver this value. The purpose of this paper is to develop a comprehensive framework to capture the complexity of the co-creation of transformative value experienced by the consumers of online transformative services. Design/methodology/approach: This paper uses a netnography approach to examine longitudinal data from an online weight management program. In total, this research examines 15,304 posts from 3,149 users, including eight staff users. Findings: Consumers integrate a range of social support resources, from informational support to esteem support, which provide a range of benefits such as new ideas and self-efficacy that underpin the different types of value such as epistemic and personal value. The degree of co-created value differs across the consumption experience but culminates over time into transformative value. Research limitations/implications: The proposed framework may be useful beyond the weight management and online contexts; however, further work is required in a range of behavioral contexts and other modes of service delivery. Practical implications: By understanding the resources consumers integrate and value, co-created services can develop appropriate value propositions to assist in improving consumers' well-being. Originality/value: This research provides a comprehensive framework of the transformative value co-creation process, extending on existing frameworks which examine either the process, value co-creation or the types of value co-created.

Details

Title: A transformative value co-creation framework for online services
Authors: Joy Parkinson (Author)
Rory Mulcahy (Author) - University of the Sunshine Coast
Lisa Schuster (Author)
Heini Taiminen (Author)
Publication details: Journal of Service Theory and Practice, Vol.29(3), pp.353-374
Publisher: Emerald Group Publishing Ltd.
Date published: 2019
DOI: 10.1108/JSTP-04-2018-0098
ISSN: 2055-6225
Copyright note: Copyright © 2019 Emerald Group Publishing Limited. This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450666002621
Output Type: Journal article

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Business; Management