Customer motives to participate as presumption for service co-creation
ENIn the article, customer motives to participate are explored as one of the presumptions for co-creation. The research raises problematic questions: what motives of customer participation in service co-creation are identified? What are the roles of customer participation in service co-creation? What structure of motives are revealed by customer experiences? The aim of the article is to identify customer motives to participate as a presumption for service co-creation. Research methods: the analysis of literature; customer opinion survey with open-ended question; content analysis. The article presents the results of the research carried out from 1 March to 19 April 2013, in northern and central Lithuania, responding to the open-ended question “What should motive you to participate in service co-creation?” The results revealed the structure of customer perceived participation motives in co-creation in the sectors of public catering, auto repair and beauty service providers. The participants of the research reflected their own experiences mostly and talked about participation as a situation, which was managed by the service provider. The results of the empirical research indicate that motives of participation in co-creation are related to the customer perceived dimensions of service quality, price and emotion. They also confirm that the defined participation motives are more individual than common and are related to the assumed role by a person in service delivery process.
