This section assesses the measures of terms applied in CCSP from the service firm perspective. The measures of CCSP from the service firm perspective are more limited in number than those from the customer perspective. To measure CCSP from the firm perspective, researchers employ first-order constructs (e.g., co-creation and joint work by O’Cass and Ngo 2011; Menon et al. 2005) and second order constructs (e.g.,
Continue: Table 2.6
Measurements applied to examine CCSP in consumer research
Term Researcher Measures
Coproduction
Büttgen et al. (2012)
I carry out all exercises slowly and carefully until the end. I exactly stick to the specified order of machine use. If it is too exhausting at a machine, I break up the exercise prematurely. (r)
I follow the recommended training frequency consequently. Instead of calculating the training weight of the next/higher level accurately, I rather make a rough estimation. (r)
I take care of relaxing all muscles which are not being trained. If the effort is very big, I do the exercises less intensively (range of motion). (r)
I adjust the machines with regard to all aspects according to my physical specifications.
I choose the weight on each machine so that I can perform the exercise precisely between 60 and 90 seconds.
If the machines are free, I switch from one to the other without any interruption.
At every machine I push myself to the full extent of my capabilities. Coproduction Zolfagharian and Sheng, (2012) Time I wait
The time that elapses before I leave the store is…. The time I take to complete my shopping is …. Familiarity
I need familiarity with store policies I need familiarity with store procedures I need familiarity with store values I need familiarity with store equipment I need familiarity with store products Effort
I spend physical effort I spend mental effort I spend emotional effort Service production
I involve myself in carrying out my shopping My input to fulfilling my shopping is My role in completing my own shopping is I work for myself while I am shopping Partial employee
My understanding of the responsibilities of store employees is I perform tasks that store employees would normally perform I save employee time for the store by helping myself I feel like a partial employee of the store
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customer integration, Jacob 2006; customer involvement, Chiena and Chen 2010). Researchers mainly focus on measuring the behavioural dimension of CCSP from the service firm perspective and the extent the service firm works with the customer (e.g., O’Cass and Ngo 2011; Menon et al. 2005). Interestingly, no research is found measuring emotional and cognitive dimensions of CCSP like what has been done in studies that measure CCSP from the customer perspective. The common wording used to measure CCSP from the service firm perspective is: “joint working” (Menon, et al.
2005), “working together” (Ngo and O’Cass 2013; O'Cass and Ngo 2011), “co-opting”
(Agarwal and Selen 2009), and “working cooperatively” (Chen et al. 2009), with the aim
of measuring the extent of CCSP at firm level. Analysing the measures shows researchers are mainly interested in the extent the service firm develops its relationship with the customer to work with them in the process of decision making (e.g., Menon, et al. 2005), service design and delivery (e.g., Ngo and O’Cass 2013; O'Cass and Ngo 2011; Chen et al. 2009; Agarwal and Selen 2009), and sharing knowledge with the service firm (e.g., Wang et al. 2013). However, there are researchers who sought to identify the mechanisms service firms develop to explain the process of working and communicating with their customers through service provision (Jacob 2006). All measures employed by researchers to measure CCSP at firm level are presented in Table 2.7.
Further, measures related to co-creation specifically concentrate on the extent that service firms work with customers closely to identify their needs, deliver the value they expect to receive (O’Cass and Ngo 2011), and provide channels to facilitate interaction with them (Reay and Seddighi 2012). However, Wang et al. (2013) have different views and measure customer co-creation focusing on knowledge sharing with the firm. Analysis of the measure of customer co-creation used by Wang et al. (2013) indicates some similarities with Chien and Chen (2010) measuring customer involvement. Interestingly, researchers focusing on measuring customer participation use the modified versions of measure developed for co-creation and joint work with customers (Ngo and O’Cass 2013). Researchers focusing on measuring customer participation use the modified versions of measure developed for co-creation and joint work with customers (Ngo and O’Cass 2013). Examples of the items used by O’Cass and Ngo (2013; 2011), Wang et al. (2013), and Reay and Seddighi (2012) are shown in Table 2.7.
Measures related to customer engagement concentrate on the advantages engaging customer may offer to the firm. However, as shown in Table 2.7 it seems that Agarwal and Selen (2009) do not really measure how the firm actually engage with the customer. It seems they concentrate more on the advantages that engaging customers
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creates for the service firm and how the service firm can explore opportunities via engaging customers.
Further, the measures of customer co-production are not that different from measures of participation or co-creation. For example, Chen et al. (2009) use items such as: “Working cooperatively with each other” to measure co-production, which do
not seem significantly different from the measures of customer participation and customer co-creation used by Wang et al. (2013) and O'Cass and Ngo (2011).
Chien and Chen (2010) measure customer involvement in financial services and introduce two different facets for customer involvement as customer resources and co- production. The focus of the first facet was getting customers’ advice through the development of new services and for the second facet they introduce working with customers through the development of new service. Studying the full items used by Chien and Chen (2010), as presented in Table 2.7; reveals a mix of customer integration and coproduction under the label of customer involvement.
The last form of measures used by researchers focuses on customer integration. Customer integration is measured as a higher-order construct which includes the three first order constructs of configuration competence, communication competence, and control competence (e.g., Jacob 2006). All constructs are defined and conceptualised in this area as a firm capability aiming to improve market performance (Jacob 2006).
Overall, the analysis of measures of CCSP from the service firm perspective reveals that borders between different terms and measures applied in CCSP are not well defined and distinguished.
Table 2.7
CCSP measure from firm perspective
Term Author Measures
Customer Co-
creation Wang et al. (2013)
Our customers always provide us valuable information during the project delivery period. Our customers always share their expertise during the project
delivery period. Our customers actively exchange their information, ideas and
experiences with us. The exchange of information about techniques and working styles between our customers and our project managers happens frequently.
Joint work Menon et al. (2005)
Our two companies jointly make many important technical decisions that might impact our relationship with each other. Our two companies jointly decide on the goals and objectives for our relationship with each other.
In many cases, our two companies mutually agree before making major technical decisions that might impact our relationship with each other.
Our two companies jointly solve many of our technical problems. Both companies actively provide input into this product's
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Continue: Table 2.7
CCSP measure from firm perspective
Term Author Measures
Customer involvement Chien and Chen (2010) Customer’s resources: Initiative in asking for consumers’ advice during the NPD/NSD process in every design stage.
Cautiously screen opinions provided by customers Make a standard to evaluate customers’
satisfaction and carefully estimate resources
Co-production: Educate customers to provide specific goals or advice towards the company’s products or services
Make the customers participate in the developing process of design and evaluation for new product
Customer
integration Jacob (2006)
Configuration competence
In our company we have the technological expertise needed to develop problem solutions for our customers.
In our company we have standard procedures to collaborate with customers on individual problem solutions.
Communication competence
In our company we have methods to capture data detailing an individual customer’s needs.
In our company we have methods to demonstrate individual problem solutions to our customers.
Control competence
In our company we have methods to calculate the costs and prices of individual problem solutions.
In our company we have methods to document collaboration with customers on problem solutions
Note: as this measure is very long only examples are provided. Coproduction
Chen et al. (2009)
Participating in the service creation and delivery process Cooperating contributions to the service process Prior to preparing related meetings
Responding the requests openly Working cooperatively with each other
Co-creation O'Cass and Ngo (2011)
working together with customers to produce offerings that mobilise them
interacting with customers to design offerings that meet their needs providing services for and in conjunction with customers
co-opting customer involvement in providing services for them providing customers with supporting systems to help them get more value
Co-creation Reay and Seddighi (2012)
Focused on individual customers’ requirements Multi-institutionalised delivery of products/services ICTs as enablers of interaction
Communications channels to allow dialogue Quality across communications channels Staff training in customer relations Information systems
Customers as sources of value creation Shared proprietary information with customers
Customer participation
Ngo and O'Cass (2013)
We work with customers to serve them better
We work with our customers to co-produce offerings that mobilise customers
We interact with customers to co-design offerings that meet customers' unique, changing needs
We provide supporting services in cooperation with customers We co-opt customer involvement into our services
We work with customers to provide supporting systems to help them get more value out of our services
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