期刊名称：CROMA Journal : Contemporary Research on Organization Management and Administration
印刷版ISSN：2335-7959
出版年度：2013
卷号：1
页码：119-128
出版社：Academic Association of Management and Administration
摘要：Purpose - The value co-creation concept is becoming more and more popular, with reference to industrial processes as well as services. But up to the present time the co-creation concept has not taken into consideration quality, including the means and methods of how quality is achieved in co-created service products. The elaborations and empirical investigation presented in this study are focused on quality in co-created service. The aim of the study is to identify how quality is co-created during the service process, although the viewpoint of organizational operations is in the central point of interest. Design/methodology/approach - The literature from the fields of service marketing and quality management is critically analyzed. The fundamental concepts are discussed, and afterwards the research framework is outlined. Empirical investigation in based on the Critical Incident Technique. 84 incidents reported by representatives from both sides of the service process were gathered. The respondents’ stories were analyzed according to the rules of content analysis. Findings - First of all the investigation allows us to demonstrate that quality in the service encounter is not always a stable target to be achieved. It very often becomes a kind of phenomenon which is determined simultaneously with a customer during each individual service process. Moreover, quality requirements, which form a basis for quality, can be uncertain to the service provider. According to content analysis of co-created quality the extras offered to customers very often matter, e.g. advisory support to customers, and kinds of small innovations in the service process. The theoretical concept developed in this study, and the conclusions drawn from empirical research provide extended understanding of the crucial question: how is quality achieved in co-created services? The study also contributes to co-creation theory by showing the undoubted role of service staff engagement in service co-creation.Research limitations/implications – The research takes explorative approach, so that it is applying qualitative methodology. The limitation is that the conclusions cannot be generalized to entire service industry.Practical implications – According to the study service staff engagement is the key factor of achieving quality during service co-creation. Moreover, spontaneous and creative actions by service employees facilitate customers playing a role of the service co-creator. These imply particular fields of focus for business when aiming service excellence.Originality/Value – The theoretical concept developed in this study, and the conclusions drawn from empirical research provide extended understanding of the crucial question: how is quality achieved in co-created services? The study also contributes to co-creation theory by showing the undoubted role of service staff engagement in service co-creation.
