How do consumers co-create their experiences? An exploration in the heritage sector
Minkiewicz, Joanna, Evans, Jody and Bridson, Kerrie 2014, How do consumers co-create their experiences? An exploration in the heritage sector, Journal of marketing management, vol. 30, no. 1-2, pp. 30-59, doi: 10.1080/0267257X.2013.800899.
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How do consumers co-create their experiences? An exploration in the heritage sector
Whilst the body of work around co-creation has grown, co-creation continues to be considered from a value perspective with key questions, such as what is actually being co-created, remaining unanswered. This article moves beyond value to experiences and explores co-creation of the consumption experience. The research examines the manifestations and antecedents of co-creation of the consumption experience from a consumer angle and presents a co-creation framework. Customer critic analysis with consumers from two exemplar heritage organisations is used to investigate co-creation. The findings illuminate three facets of co-creation: co- production, engagement, and personalisation. This paper addresses a gap in Service- Dominant Logic theory, arts/heritage, and broader marketing literature by distinguishing between co-creation of value and co-creation of the consumption experience and proposing a definitive conceptualisation of the latter. The proposed model progresses the co-creation discussion to an empirical level and provides a foundation for future research.
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