The Role of Customers in Interactive Co-Creation Practices: The Italian Scenario

Co-production, or co-creation, is becoming the cornerstone of marketing and design practices and a sort of managerial mantra that is rapidly gaining momentum both at professional and academic level. Despite a growing interest for this topic, there seems to be a lack of researches investigating the level of interest and participation of customers in co-creation activities and the drivers and motivations that might trigger co-production. This paper presents the results of a research run by Politcnico di Milano School of Management in collaboration with AC Nielsen, Nielsen Online and Connexia in 2007 among Italian consumers to determine the size and characteristics of the co-creation phenomena.

[1]  A. Parasuraman,et al.  The Behavioral Consequences of Service Quality , 1996 .

[2]  Leysia Palen,et al.  Beyond the handset: designing for wireless communications usability , 2002, TCHI.

[3]  V. Zeithaml,et al.  A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions , 1993 .

[4]  Debbie Marie Dennick.  Managing the customer experience , 2010 .

[5]  Jacob Buur,et al.  The design collaboratorium: a place for usability design , 2002, TCHI.

[6]  K. File,et al.  Customer Participation In Service Specification And Delivery , 2011 .

[7]  John Cain.  Experience‐Based Design: Toward a Science of Artful Business Innovation , 2010 .

[8]  Robert P. Leone,et al.  Psychological Implications of Customer Participation in Co-Production , 2003 .

[9]  Katja Battarbee,et al.  Designed for co-designers , 2008, PDC.

[10]  H. Spotts,et al.  Developments in marketing science , 2000 .

[11]  Jerry Wind,et al.  Customerization: The next revolution in mass customization , 2001 .

[12]  Jerry Plymire.  Complaints as Opportunities , 1991 .

[13]  Jodi Forlizzi,et al.  The building blocks of experience: an early framework for interaction designers , 2000, DIS '00.

[14]  Paul Israel,et al.  The Sources of Innovation , 1990 .

[15]  G. Hamel.  Leading the Revolution , 2000 .

[16]  Lance A. Bettencourt,et al.  Customer voluntary performance: Customers as partners in service delivery , 1997 .

[17]  Mary Jo Bitner,et al.  Critical Service Encounters: The Employee's Viewpoint , 1994 .

[18]  C. Shaw,et al.  Building Great Customer Experiences , 2002 .

[19]  Katja Battarbee,et al.  Co-experience: the social user experience , 2003, CHI Extended Abstracts.