When engagement leads to intensity : an exploratory study on the nature of cocreation intensity

Alexander, Matthew and Wunderlich, Nancy (2016) When engagement leads to intensity : an exploratory study on the nature of cocreation intensity. In: AMA Servsig 2016, 2016-06-17 - 2016-06-19, Maastricht University.

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    Abstract

    Services marketing has long recognized the important role played by the consumer within the service encounter as an active participant and collaborator (Schneider & Bowen, 1995). In today’s rapidly developing markets the boundaries between the firm and consumer are increasingly blurred and closer, in-depth interactions make consumers an important resource of the firm (Chan et al., 2010; Ritzer & Jurgenson, 2010). This evolving perspective on the exchange process and consumer role therein, is generally understood as cocreation, whose importance is underpinned by its status as a research priority for the Science of Service (Ostrom et al., 2010; 2015) and the Marketing Science Institute (MSI).