While previous research acknowledges that service customers seek extrinsic rewards (customized services, better quality, and more control) as well as intrinsic rewards (fun, enjoyment, and other hedonic benefits) from purchases, the vital role of co-creation in the delivery and consumption of experience products remains largely unexplored. We argue that co-creation is not only desirable but an essential ingredient in experience products. We first review extant literature to arrive at a definition of commercial experience offering and go on to demonstrate that experience offerings not only benefit from, but require both physical and mental involvement on the part of the customer. Finally, we propose that co-creation is not limited to consumer’s physical involvement in co-creating products, but extends to psychological involvement and processes as well.
|Title of host publication||Proceedings of the 11th APacCHRIE Conference|
|Place of Publication||Macau, SAR China|
|Publisher||University of Macau|
|Number of pages||15|
|Publication status||Published - 2013|
|Event||APacCHRIE Conference: Facing the challenges, grasping the opportunities - Winning in the hospitality industry in uncertain times - Macau, Macau, SAR, China|
Duration: 21 May 2013 → 24 May 2013
Conference number: 11th
|Period||21/05/13 → 24/05/13|
Poulsson, S., & Kale, S. (2013). Co-creation and value creation in commercial experiences. In K. Chon (Ed.), Proceedings of the 11th APacCHRIE Conference (pp. 1-15). Macau, SAR China: University of Macau.