Co-creation and value creation in commercial experiences

Susanne Poulsson, Sudhir Kale

Research output: Chapter in Book/Report/Conference proceedingConference contributionResearchpeer-review


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.
Original languageEnglish
Title of host publicationProceedings of the 11th APacCHRIE Conference
EditorsK Chon
Place of PublicationMacau, SAR China
PublisherUniversity of Macau
Number of pages15
ISBN (Print)9789996510472
Publication statusPublished - 2013
EventAPacCHRIE Conference: Facing the challenges, grasping the opportunities - Winning in the hospitality industry in uncertain times - Macau, Macau, SAR, China
Duration: 21 May 201324 May 2013
Conference number: 11th


ConferenceAPacCHRIE Conference
CityMacau, SAR
Internet address


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