The Coordinating Complexity Brought by Value Co-creation in New Service Development: The Moderating Role of Service Climate and Customer Injustice

Abstract

Abstract:

Customer involvement in new service development gets more and more attention for customizing and superior experience, while most prior literature mainly focus on the positive effects of customer involvement. In fact, customer co-creation may cause various coordinating complexities to the company, which has been largely ignored. This study is to test the hypothesis regarding complexities incurred by customer involvement and its contingency factors in new service development. We collect data from 252 service industry managers. It is found that customer involvement causes customer complexity and organizational complexity, and this tension might be influenced by external and internal factors. Specifically, customer involvement in new service development leads to customer complexity and organizational complexity. Service climate reduces the complexities of customer involvement, while customer injustice aggravates the complexities of customer involvement.

Key words: customer involvement, organizational complexity, customer complexity, value co-creation, coordination mechanism

Ma Shuang, Gu Huimin, Yang Zhiyong. The Coordinating Complexity Brought by Value Co-creation in New Service Development: The Moderating Role of Service Climate and Customer Injustice[J]. , 2019, 31(9): 124-134.

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