What is it about?

Organizations strive to attract and retain customers in today's competitive environment. They need to understand customers' needs and wants and empower customers to co-design and co-create services with them. This study explored the influence of customer involvement on co-creation directly and indirectly through three customer engagement dimensions, namely identification, interaction, and absorption from lens of customer-dominant logic and stimulus-organism-response framework.

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Why is it important?

The study's findings showed that customer involvement influenced co-creation directly and indirectly through absorption and interaction, but not identification. Customer involvement was found to exert a greater impact on co-creation of services for those with a high rather than low relation orientation. Thus, service providers should utilize mass media effectively to arouse customers’ feelings of relevance and importance of services to them. They should also interact with customers continuously through social media that can be enhanced by various kinds of immersion technology.


Putting customers as the focal point is a 'must' to all organizations. Understanding who customers are, what they want (knowing their levels of involvement), and how they want (looking at their motivational orientations) can enable organizations to provide excellent services to customers and 'engage' with them effectively throughout service delivery (co-creation and consumption). This article reminds us the importance of 'customer-dominant logic'.

Professor W.M. To
Macao Polytechnic University

Read the Original

This page is a summary of: Effect of customer involvement on co-creation of services: A moderated mediation model, Journal of Retailing and Consumer Services, November 2021, Elsevier, DOI: 10.1016/j.jretconser.2021.102660.
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