Interactive Mechanisms to Improve Service Innovation Among Sports Clubs: A Consumer Perspective

Mohsen Behnam, Mikihiro Sato, Bradley J. Baker, Mahdiyeh Jalili

Research output: Contribution to journalArticlepeer-review

Abstract

Value co-creation for service innovation is a rapidly developing concept in the current competitive market. Prior studies emphasize the conceptual aspects of the value co-creation, with limited research focusing on the interactive effects between firms and their customers created in the process of value co-creation. We propose a framework for synthesizing the interactive concepts associated with service innovation based on the service-dominant logic. We recruited participants (N = 448) from 11 sports clubs in Iran. Results indicated that openness and consumer engagement facilitate value co-creation, which in turn leads to perceived service innovation. Furthermore, perceived brand interactivity moderated the mediating role of value co-creation in the relationship between consumer engagement and perceived service innovation. Results from this research suggest openness and consumer engagement are key antecedents of value co-creation and highlight the significance of perceived brand interactivity and value co-creation in promoting service innovation at sports clubs.

Original languageEnglish (US)
Pages (from-to)26-39
Number of pages14
JournalJournal of Sport Management
Volume38
Issue number1
DOIs
StatePublished - Jan 2024

Keywords

  • consumer engagement
  • interactivity
  • openness
  • service-dominant logic
  • value co-creation

ASJC Scopus subject areas

  • General Decision Sciences
  • Orthopedics and Sports Medicine
  • Physical Therapy, Sports Therapy and Rehabilitation
  • Organizational Behavior and Human Resource Management

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