Co-Creation from Consumer Resource Integration

This article describes how consumer co-creation in service offering is increasingly of importance in service literature and practice. Grounded mainly on service dominant logic (SDL), this article develops and empirically examines a theoretical framework of co-creation which considers both social capital and social exchange as determinants and consumer perceived value, satisfaction and loyalty as outcomes of co-creation activities. Using a consumer perspective, the authors extend the interrelationships within the antecedents and within the effects into a comprehensive model and test it on data obtained from an education service setting. The findings empirically support 12 out of 13 hypotheses, and in particular, affirms the consumer role of resource-integrating activities to co-create value.