Purpose – The paper seeks to investigate how and why service strategies differ among manufacturing companies at different positions in a supply chain. Design/methodology/approach – The research was based on a multiple case study of three original equipment manufacturers (OEMs) – a heavy...

Purpose – The purpose of this paper is to understand the differences between proactive and reactive market research techniques during the development of new market offerings. The study focused on the financial and innovative performance of traditional market research techniques, such as focus...

Purpose – Customer co‐creation is becoming increasingly popular among companies, and intensive communication with customers is generally seen as a determinant of the success of a new service or product. The purpose of this study is to analyze customer co‐creation based on four dimensions...

Purpose – Adopting the transformative service research (TSR) perspective, the purpose of this paper is to investigate the impact of positive customer feedback on the well-being of front-line employees, companies, and society. Using a multidisciplinary approach, the overlooked area of...

Purpose – The purpose of this paper is to use an eco-friendly service concept framework to demonstrate the effect of credible eco-certification signaling. Design/methodology/approach – The authors examine a cross-sectional data set consisting of 2,481 hotel sites across the US. The authors...

Purpose – The purpose of this paper is to examine reactions when customers in service encounters receive preferential treatment (i.e. something extra in relation to other customers). The examination is conducted in a social context that allows the customer to compare what he or she receives...

Purpose – The purpose of this paper is to explore the concept of value co-creation in complex value networks with many actors. Electronic health records (EHRs) are innovations that warrant deep study to properly introduce such a complex system. Design/methodology/approach – The paper...

Purpose – The purpose of this paper is to investigate customer perceptions of their own contribution to service provision, in order to enhance our understanding of customer contribution and its dimensions. Design/methodology/approach – In total, 27 in-depth interviews were conducted across...

Purpose: People are responsible for their wellbeing, yet whether they take ownership of their own or even others' wellbeing might vary from actor to actor. Such psychological ownership (PO) influences the dynamics of how wellbeing is co-created, particularly amongst actors, and ultimately...