Co-creation and value creation in commercial experiences

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.