Customer co-creation, COVID-19 and sustainable service outcomes

Abstract

Purpose Many changes that call for concerted social action were observed in society and business performance during the coronavirus 2019 (COVID-19) outbreak. The impact of digitization and customer participation was evident in providing medical guidelines, updates on government initiatives, education or the supply of essential services during lockdown in many countries. However, there were aberrations. The purpose of this study is to explore some consumers and firms' being better equipped for service co-creation than others, specifically during a pandemic; the different degrees of service co-creation and the possible outcomes of customer participation in the service context. Design/methodology/approach Qualitative study with 35 in-depth interviews of supply- and demand-side actors, with coding and analysis of interview transcripts was conducted. Findings The authors identify two levels of service co-creation: (1) service co-development and (2) service co-evaluation that are affected by customer capabilities and firm/institutional barriers. The outcome of service co-creation lies in the social, economic and experiential values thus created. A pandemic strengthens the effect of antecedents (customer capabilities and firm capabilities) on the co-creation process. Practical implications Managers can refer to the findings to manage customer engagements and co-creations effectively, especially during a pandemic. Originality/value The impact of the pandemic on the service co-creation process in an emerging market, and the antecedents (firm- and customer-side) and consequences (mutual value outcomes) of service co-creation and actor participation are explored.