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The definition of co-creation experience has been discussed by scholars of marketing, management, and tourism and hospitality. According to Prahalad and

Ramaswamy (2004b), co-creation experience, as a basis for value is the ‘next practice’ or ‘second generation’ in experience economy. The authors contend that co-creation should not be considered as merely outsourcing or as the minimum accommodation of goods or products to personal needs (e.g., customization or tailor made). Instead, co-creation experience is about the process through which customers interact with the company and generate their own experience. Summarizing this conceptualization, Parahald and Ramaswamy’s definition of co-creation experience refers to an individual’s own unique

personalized value creation process which is continuous (i.e., including past, current, and future experiences) and dependent on the nature of the involvement he or she had with the service providers and other actors. Furthermore, Randall, Gravier and Prybutok (2011) suggest that co-creation experience is an evolutionary process that occurs not only between the firm and the customer but also among the community of customers. Drawing from different theoretical perspectives including service management, S-D logic and service logic, customer culture theory, and service innovation and design, Jaakkola, Helkkula and Aarikka-Stenroos (2015) define service co-creation experience as an actor’s subjective response to, or interpretation of the service elements influenced by

interpersonal interaction with other actors in or beyond the service setting. The authors also argue that service co-creation experience may “encompass lived or imaginary experiences in the past, present, or future, and may occur in interaction between the customer and service provider(s), other customers, and/ or other actors (p. 193).”

Similarly, reflecting the experiential and interactive nature in the service context, tourism researchers commonly define co-creation experience as a process through which tourists interact with service providers, or settings, to create their own unique experience

(Binkhorst & Dekker, 2009; Mathis, Kim, Uysal, Sirgy, & Prebensen, 2016)

Regarding the psychological perspective of co-creation experience, building upon Dahl and Moreau’s (2007) conceptualization of experiential creation, Füller and

colleagues (2011) argue that co-creation experience is the customer’s subjective feelings or psychological states of autonomy, competence, and enjoyment derived from co- creation activities. Furthermore, Kohler and colleagues (2011) state that co-creation experience is the mental state of customers that results from their participation in the

value co-creation process and is composed of pragmatic, sociability, usability, and hedonic experiences (Kohler, Fueller, Matzler, Stieger, & Füller, 2011). Other

researchers consider co-creation experience to be both mental and physical, which refers to the extent to which people are interested in (mental), and participate in tourist activities ranges from watching passively to active enactments (physical) (Prebensen et al., 2015; Prebensen & Xie, 2017).

While the S-D logic demonstrates that value is experientially determined by the beneficiary (e.g., customers), a series of studies conceptualize co-creation experience based on expected benefits or values acquired from co-creation. Based on the benefits perspective and the gaps model which stresses the importance of balancing customer perceptions with expectations to deliver service quality (Zeithaml, Parasuraman, & Berry, 1990), Verleye (2015) argues that co-creation experience depends on the extent to which expected co-creation benefits are met. Consequently, this benefits-driven

conceptualization of co-creation experience is composed of benefits-related experiences including hedonic, cognitive, social, personal, pragmatic, and economic experiences. Grounded on works of Nambisan and his colleagues (Nambisan & Baron, 2007;

Nambisan & Nambisan, 2008) on customer experience in virtue environment, Kohler and colleagues conclude that co-creation experience comprises four value-directed

experiential components (i.e., pragmatic, sociability, usability, and hedonic experiences) (Kohler, Füller, Matzler, Stieger, & Füller, 2011). Similarly, scholars in the field of information management summarize three principle values derived from co-creation (i.e., pragmatic, sociability, and hedonic) and conclude that co-creation experience is

composed of customer learning, social integrative, and hedonic experiences (Zhang, Lu, Wang, & Wu, 2015)

In summary, the key emphases among these existing definitions include: (1) co- creation experience is a continuous process rather than a fixed-time event; (2) co-creation experience is experiential in nature which captures customers’ psychological states (how does the customer feel); (3) co-creation experience highlights the S-D logic’s interactive essence which involves customer interactions with all service actors; (4) co-creation experience is subjectively determined by the customer, which is therefore unique and personalized. Previous definitions of co-creation experience are listed in Table 1.

Table 2.1 Previous Definitions of Co-creation Experience

Author(s),

Year Field Definition Key words

Parahalad & Ramaswamy, 2004b,

Marketing Co-creation experience is an

individual’s unique and personalized value creation process which is continuous and dependent on the nature of the involvement he or she had with the service providers and other actors

involvement, unique, individualized/personalized, continuous (i.e., including past, current, and future experiences)

Binkhorst & Dekker, 2009

Tourism Co-creation experience is about the

process through which customers interact with the company and generate their own experience

customer-company interaction, unique Randall, Gravier, & Prybutok, 2011

Marketing Co-creation experience is an

evolutionary/continuous process that occurs not only between the firm and the customer but also among the community of customers. It inherently implies senses of trust, commitment and connection

Continuous, actors, trust, commitment, connection Kohler, Fueller, Matzler, Stieger, & Füller, 2011

Management Co-creation experience is the mental

state of customers that results from their participation in the value co- creation process and is composed of pragmatic, sociability, usability, and hedonic experiences mental, pragmatic, sociability, usability, hedonic Füller, Hutter, & Faullant,

Management Co-creation experience is the

customer’s combined psychological

autonomy, competence, enjoyment

task enjoyment Minkiewicz,

Evans & Bridson, 2014

Marketing Co-creation experiences are

deliberate and active efforts made by customers which are grouped under three dominant dimensions including co-production, engagement, and personalization

deliberate, active, co- production, engagement, personalization

Varleye, 2015, Management Co-creation experience overall is a

benefits-driven experience consists of sub-experiences including hedonic, cognitive, social, personal,

pragmatic, and economic aspects.

benefits-driven, hedonic, cognitive, social, personal, pragmatic, economic

Zhang, Lu, Wang, & Wu, 2015,

Information & Management

Management Co-creation experience overall is a

value-driven experience composed of customer learning, social integrative, and hedonic experiences

learning, social, hedonic

Jaakkola, Helkkula and Aarikka- Stenroos, 2015

Management Co-creation experience is an actor’s

subjective response to, or

interpretation of the service elements influenced by interpersonal

interaction with other actors in or beyond the service setting. It encompasses lived or imaginary experiences in the past, present, or future, and may occur in interaction between the customer and service provider(s), other customers, and/ or other actors

subjective response, interaction, continuous

Prebensen, Kim, & Uysal, 2016

Tourism Co-creation experience refers to the

extent to which people are interested in, and participate in tourist activities ranges from watching passively to active enactments. It includes both physical and mental experiences

mental, physical, interest, customer participation

Mathis, Kim, Uysal, Sirgy, & Prebensen, 2016

Tourism Co-creation experience is about the

process through which tourists interact with service providers, or settings, to create their own unique experience

Tourist-service provider interaction, unique