Explanation of the seven emerging themes in co-creation of services conceptualizations
| Theme | Explanation |
|---|---|
| Customer–provider emphasis | The conceptualization focuses on the collaborative act between the customer and the service provider and does not specifically name other actors |
| Multi-actor emphasis | The conceptualization focuses specifically on more actors than just the customer and the service provider |
| Emphasis on resource integration | The concept of resource integration is mentioned within the conceptualization |
| Emphasis on joint creation | Co-creating services occurs on a joint interface through a collaborative act |
| Emphasis on customer creation | Co-creating services occurs on the customer’s side throughout the customer’s own actions and implicates less direct collaboration with the service provider |
| Entire service process | Co-creating services takes place during the entire service process, denoting all phases such as co-ideation, co-valuation, co-design, co-testing, co-launching, co-production and co-consumption of a service |
| Selected phases of the service process | The conceptualization specifically mentions co-creating services taking place in a particular phase of the service process, for instance in the co-design or co-consumption phase |
| Theme | Explanation |
|---|---|
| Customer–provider emphasis | The conceptualization focuses on the collaborative act between the customer and the service provider and does not specifically name other actors |
| Multi-actor emphasis | The conceptualization focuses specifically on more actors than just the customer and the service provider |
| Emphasis on resource integration | The concept of resource integration is mentioned within the conceptualization |
| Emphasis on joint creation | Co-creating services occurs on a joint interface through a collaborative act |
| Emphasis on customer creation | Co-creating services occurs on the customer’s side throughout the customer’s own actions and implicates less direct collaboration with the service provider |
| Entire service process | Co-creating services takes place during the entire service process, denoting all phases such as co-ideation, co-valuation, co-design, co-testing, co-launching, co-production and co-consumption of a service |
| Selected phases of the service process | The conceptualization specifically mentions co-creating services taking place in a particular phase of the service process, for instance in the co-design or co-consumption phase |
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