Workshop Series: Tor Andreassen
Abstract: An emerging perspective in marketing considers customers as actively involved in production, delivery and consumption of services. Different terms exist for this involvement – co-production, servuction, co-creation, prosumption. We build on Prahalad’s (2004) five elements of co-production, and investigate the assumed positive associations between them and value co-production, and the positive association between value co-production and behavioral intention. Surprisingly, we find that customers with an option to co-produce or not, want to co-produce in all elements but problem solving. This finding is robust across highly and less experienced users. First of all we find that willingness to co-production is not symmetric but rather asymmetric; it takes place only when customers experience a positive value creation. We document that co-production is a multifaceted construct, but not all elements contribute equally to value co-production. Self-service and co-designing contribute strongly; customer engagement and customer involvement contribute incrementally. Finally, we provide a valid measurement scale for co-production.
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Tor Wallin Andreassen, PhD, is Professor and Chair, Department of Marketing at BI Norwegian School of Management.
Dr Andreassen holds a Sivilokonom degree from The Norwegian School of Economics and Business Administration, a MSc in marketing (with honors) from BI Norwegian School of Management, and a Doctor of Economics from Stockholm University, School of Business.
Professor Andreassen is a member of the editorial review board of Journal of Marketing, Journal of Service Research, Journal of Business Research, Journal of Service Management, and Decision Science Journal. Dr Andreassen’s research has been published in leading journals such as: MIT Sloan Management Review, Marketing Science, Journal of Marketing, Quality & Quantity, Journal of Economic Psychology, Journal of Public Sector Management, Journal of Service Research, Journal of Services Marketing, European Journal of Marketing, and Journal of Service Industry Management. He is s regular columnist in a leading Norwegian business magazine.
Professor Andreassen is the founder of Service Forum, The Norwegian Customer Satisfaction Barometer at the Norwegian School of Management, and the annual Professor Johan Arndt Marketing Conference. Dr. Andreassen has published seven text books and has received several awards for his academic research: MSI/H. Paul Root Award 2007 (Journal of Marketing), 2x Outstanding (Best) Paper Award (from Managing Service Quality) and Highly Commended Article Award (from Managing Service Quality and the International Journal of Service Industry Management); Citation of Excellence - Highest Quality Rating (European Journal of Marketing, International Journal of Service Industry Management); Most Downloaded Article - Top 200 (International Journal of Service Industry Management).
Dr Andreassen has been a Visiting Professor at Owen Graduate School of Management, Vanderbilt University, USA, University of Maastricht. NL, Robert H. Smith School Business, University of Maryland,USA, University of Queensland, AUS, and a visiting scholar at University of Maastricht, NL, and Stanford, USA. He has received pedagogical education and training from Vanderbilt University and Harvard Business School.