You can not do it yourself: enhancing experience through co-creation

You can not do it yourself: enhancing experience through co-creation

Peer-reviewed article not indexed in WoS or Scopus

Customer experience management is a new marketing direction that will allow companies to differentiate themselves and gain a competitive advantage. The core ability of companies adopting the customer experience management approach is to be able to understand customers’ perceptions of their business that is often significantly different from the conventional company’s view. It encompasses every aspect of a company’s offering from advertising, features of products and services to ease of use, reliability or the quality of customer care. Co-creation is a management initiative, or form of economic strategy, that brings different parties together, in order to jointly produce a mutually valued outcome. Co-creation brings a blend of ideas from direct customers which in turn creates new ideas to the organization. This article focuses on the issue of co-creating value in transport across the city. First, it defines the co-creation of value, as understood by individual authors, and also deals with customer experience. This is done by secondary research, ie analysis of scientific articles. This is followed by primary research conducted using an online questionnaire, informal interviews and captured memorable moments. The article identifies which factors influence the co-creation of value and to what extent they are influenced by the company itself and to what extent it affects only the customers.

Customer experience management is a new marketing direction that will allow companies to differentiate themselves and gain a competitive advantage. The core ability of companies adopting the customer experience management approach is to be able to understand customers’ perceptions of their business that is often significantly different from the conventional company’s view. It encompasses every aspect of a company’s offering from advertising, features of products and services to ease of use, reliability or the quality of customer care. Co-creation is a management initiative, or form of economic strategy, that brings different parties together, in order to jointly produce a mutually valued outcome. Co-creation brings a blend of ideas from direct customers which in turn creates new ideas to the organization. This article focuses on the issue of co-creating value in transport across the city. First, it defines the co-creation of value, as understood by individual authors, and also deals with customer experience. This is done by secondary research, ie analysis of scientific articles. This is followed by primary research conducted using an online questionnaire, informal interviews and captured memorable moments. The article identifies which factors influence the co-creation of value and to what extent they are influenced by the company itself and to what extent it affects only the customers.

co-creation, customer experience, value, public transport, Uber, taxi

co-creation, customer experience, value, public transport, Uber, taxi

MACHALA, J.; HAVÍŘ, D.

2020

01.07.2019

Brno University of Technology, Faculty of Business and Management

Brno

2336-6508

Trends Economics and Management

13

33

Czech Republic

51

57

7

http://dx.doi.org/10.13164/trends.2019.33.51

474-195195586-1-PB