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 language | English (US) |
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Pages (from-to) | 26-39 |
Number of pages | 14 |
Journal | Journal of Sport Management |
Volume | 38 |
Issue number | 1 |
DOIs | |
State | Published - 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