The power of co-creation

Customer co-creation has become the next frontier in service and innovation management. Driven by the rise of the internet customers can actively engage in the development and delivery of products and services thereby taking innovation to the next level. The recent success of social media platforms and e-commerce shops impressively document the popularity of co-created technology-based services. Despite this high practical relevance the concept of customer co-creation is relatively under-researched. Apart from conceptual work literature lacks empirical evidence on customer co-creation its antecedents and consequences. The reason for this research gap is that despite many conceptual definitions of customer co-creation, no study has yet developed a customer co-creation construct which measures co-creation behavior. Thus, the first essay in this book develops and tests a customer co-creation construct measuring a customer's willingness to engage in co-creation. Subsequently, the second study examines the role of customer co-creation in the adoption of technology-based services. The third and final study sheds light on the dark side of customer co-creation by studying the effects of customer co-creation level on satisfaction.