A resource mapping framework for value co-creation in social media

It is urgent for companies to sustain high levels of customer satisfaction in social media where customer opinions and attitudes propagate through a large population quickly. The value of customer participation has been emphasised in order to improve the information exchanging between customers and companies. Value co-creation is one of the most important ways to achieve that goal; and resources are the key issues towards value co-creation processes. To enhance competition power and improve the customer satisfaction, companies must have a deep insight of value co-creation, especially from the perspective of resources. In this paper, a resource mapping framework in social media has been given based on the value co-creation theory. The value co-creation processes have been split into three sub-processes: company resource-mapping processes, customer resource-mapping processes and encounter resource-mapping processes. Lastly, an instance has been analysed to prove the proposed framework applicability.

[1]  C. Prahalad,et al.  Co‐creating unique value with customers , 2004 .

[2]  B. Edvardsson,et al.  A customer‐dominant logic of service , 2010 .

[3]  Wei Xu,et al.  Predictive Control for Dynamic Resource Allocation in Enterprise Data Centers , 2006, 2006 IEEE/IFIP Network Operations and Management Symposium NOMS 2006.

[4]  Jennifer D. Chandler,et al.  Roles as resources: A social roles perspective of change in value networks , 2011 .

[5]  Stephen L. Vargo,et al.  Health Care Customer Value Cocreation Practice Styles , 2012 .

[6]  Stephen L. Vargo,et al.  It's all B2B…and beyond: Toward a systems perspective of the market , 2011 .

[7]  R. Normann,et al.  From value chain to value constellation: designing interactive strategy. , 1993, Harvard business review.

[8]  W. Johnston,et al.  An Evaluation of Divergent Perspectives on Customer Relationship Management: Towards a Common Understanding of an Emerging Phenomenon , 2004 .

[9]  A. Payne,et al.  Managing the co-creation of value , 2008 .

[10]  M.H.P. Kleijnen,et al.  Knowledge Creation Through Mobile Social Networks and Its Impact on Intentions to Use Innovative Mobile Services , 2009 .

[11]  Ralph D. Badinelli.  A Stochastic Model of Resource Allocation for Service Systems , 2010 .

[12]  Jiawei Han,et al.  Data Mining: Concepts and Techniques , 2000 .

[13]  Rongqiu Chen,et al.  Examining the Mechanism of the Value Co-Creation with Customers , 2008 .

[14]  Stephen L. Vargo,et al.  Contextualization and value-in-context: How context frames exchange , 2011 .

[15]  Stephen L. Vargo,et al.  Evolving to a New Dominant Logic for Marketing , 2004 .

[16]  Stephen L. Vargo,et al.  On value and value co-creation: A service systems and service logic perspective , 2008 .

[17]  G IpeirotisPanagiotis,et al.  Deriving the Pricing Power of Product Features by Mining Consumer Reviews , 2011 .

[18]  Margaret A. Peteraf.  The cornerstones of competitive advantage: A resource‐based view , 1993 .

[19]  R. Burt.  Structural Holes and Good Ideas1 , 2004, American Journal of Sociology.

[20]  Vivek F. Farias,et al.  Model Predictive Control for Dynamic Resource Allocation , 2012, Math. Oper. Res..

[21]  Stephen L. Vargo,et al.  Competing through service: Insights from service-dominant logic , 2007 .

[22]  Victoria L. Crittenden,et al.  We're all connected: The power of the social media ecosystem , 2011 .

[23]  Richard A. Normann,et al.  Reframing Business: When the Map Changes the Landscape , 2001 .

[24]  Gautam Ray,et al.  Information Technology and the Performance of the Customer Service Process: A Resource-Based Analysis , 2005, MIS Q..

[25]  Jian Pei,et al.  Data Mining: Concepts and Techniques, 3rd edition , 2006 .

[26]  Frédéric Jallat.  Reframing Business: When the Map Changes the Landscape , 2004 .