Co-production of service experiences: insights from the cultural sector

Minkiewicz, Joanna, Bridson, Kerrie and Evans, Jody 2016, Co-production of service experiences: insights from the cultural sector, Journal of services marketing, vol. 30, no. 7, pp. 749-761, doi: 10.1108/JSM-04-2015-0156.

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Title Co-production of service experiences: insights from the cultural sector
Author(s) Minkiewicz, Joanna
Bridson, KerrieORCID iD for Bridson, Kerrie
Evans, Jody
Journal name Journal of services marketing
Volume number 30
Issue number 7
Start page 749
End page 761
Total pages 13
Publisher Emerald Group Publishing
Place of publication Bingley, Eng.
Publication date 2016
ISSN 0887-6045
Keyword(s) service-dominant logic
institutional logic
services marketing
cultural sector
value-in-cultural context
Summary Purpose: The increased involvement of customers in their experience is a reality for all service organisations. The purpose of this paper is to explore the way organisations collaborate with customers to facilitate consumption of cultural experiences through the lens of co-production. Although organisations are typically an integral part of the co-production process, co-production is typically considered from a consumer angle. Aligned with the service ecosystem perspective and value-in-cultural context, this research aims to provide greater insight into the processes and resources that institutions apply to co-produce experiences with consumers and the drivers and inhibitors of such processes. Design/methodology/approach: Case study research with three exemplar organisations, using in-depth interviews with key informants was used to investigate the processes organisations follow in co-producing the service experience with customers, as well as the drivers and inhibitors of organisational co-production of the service experience in the cultural sector. Findings: The findings illuminate that cultural organisations are co-producing the service experience with their customers, as revealed through a number of key processes: inviting customers to actively participate in the experience, engaging customers and supporting customers in the co-production of the experience. Increasingly demanding consumers and a changing competitive landscape are strong external drivers of co-production. Visionary leadership and consumer-focussed employees are internal factors impelling organisations to co-produce experiences with consumers. A strong curatorial orientation, complex organisational structure, employee attitude and capability gaps and funding constraints are impediments towards organisations co-producing experiences with consumers. Originality/value: This paper addresses a gap in Service-Dominant logic theory, arts/cultural marketing and broader services marketing literature by proposing a broadened conceptualisation of co-production of the service experience. This conceptualisation can be used as a platform to derive strategic imperatives for managers of service organisations. The findings highlight the key practices and resources that are central to organisations co-producing experience with customers. In this way, greater understanding of institutional logics and practices that underpin experience co-production emerges.
Language eng
DOI 10.1108/JSM-04-2015-0156
Field of Research 150501 Consumer-Oriented Product Or Service Development
1505 Marketing
1506 Tourism
Socio Economic Objective 970115 Expanding Knowledge in Commerce
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Emerald Group Publishing
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Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
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