From a service logic perspective, customers are considered as both contributor and experiencer of value and are also referred to as co-creators of value. However, little is known about the drivers of co-creation that service providers can put in use and how these affect the actual co-creation experiences of users. In this paper, we draw on a netnography study deployed to examine this relationship in the online gaming industry using the sandbox (open world) video game Minecraft as empirical basis. More specifically, we studied how a total of four technological and social drivers of co-creation facilitate or hamper the actual co-creation experience of users (gamers). We found that the co-creation experience can have an individual as well as collective character and that the dependencies between the drivers themselves are considered critical. This implies that changing one driver might affect the co-creation experience of another driver both negatively and positively. We contribute to the literature on co-creation experiences by drawing attention to the importance of understanding the interdependencies of these drivers and offering related managerial implications.
|Publication status||Published - 2017|
|Event||Servitization 2017: 6h International Conference on Business Servitization 2017 - Barcelona, Spain|
Duration: 16 Nov 2017 → 17 Nov 2017
Conference number: 6
|Conference||Servitization 2017: 6h International Conference on Business Servitization 2017|
|Abbreviated title||ICBS 2017|
|Period||16/11/17 → 17/11/17|