Internet-based customer collaboration: Dyadic and community-based modes of co-production

Ulrike Schultze, Anita D. Bhappu

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Scopus citations

Abstract

Co-production, which is the generation of value through the direct involvement of customers in the creation of a service context and in the design, delivery, and marketing of goods and services that they themselves consume, implies customer-firm collaboration. The nature of this collaboration, however, is highly dependent on the organization's service design, which increasingly includes Internet technology, as well as customer communities. Whereas dyadic co-production implies a single customer's involvement with a firm, community-based co-production implies multiple customers simultaneously engaged in value-adding activities with a firm. In order to build a theoretical understanding of these modes of customer collaboration and to explore the role and implications of Internet technologies within them, we develop a contingency theory of customer co-production designs. We then use cases of Internet-based services to highlight the benefits and challenges of relying on Internet technology to implement customer co-production.

Original languageEnglish (US)
Title of host publicationEmerging e-Collaboration Concepts and Applications
PublisherIGI Global
Pages166-192
Number of pages27
ISBN (Print)9781599043937
DOIs
StatePublished - Dec 1 2006

ASJC Scopus subject areas

  • Computer Science(all)
  • Social Sciences(all)

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    Schultze, U., & Bhappu, A. D. (2006). Internet-based customer collaboration: Dyadic and community-based modes of co-production. In Emerging e-Collaboration Concepts and Applications (pp. 166-192). IGI Global. https://doi.org/10.4018/978-1-59904-393-7.ch009