Customer-to-Customer (C2C) Connectedness in Services – Unlocking a New Source of Value Co-Creation

28 Pages Posted: 30 Jan 2018

See all articles by Sabine Brunswicker

Sabine Brunswicker

Purdue University - Research Center for Open Digital Innovation (RCODI); Purdue University - Discovery Park

Michael Rosemann

Queensland University of Technology

Date Written: March 31, 2014

Abstract

Contemporary service organizations create value through multiple inter-organizational relationships. The relationships between the service organization and its customer have been the dominating focus in literature on value co-creation in large service organizations. This paper introduces the novel phenomenon of value co-creation emerging around interpersonal and digital customer-to-customer (C2C) connections. With the advent of the Internet, social media, “digital native” customers, and the availability of big data and new analytical tools, service organizations are afforded to tap into existing social relationships among their customer base or even to ‘engineer’ novel connections. We present a theory-led model to explain how firms can create new sources of service value through “C2C connected value co-creation”. By extending Teece’s concept of complementary asset in the service context, this model subsumes two major building blocks: a firm’s potential for C2C connections and complementary service assets, namely the network capital, mirroring service resources, and advancing services resources of the connected customer. We present three strategies for C2C connected service value co-creation describing combinations of these building blocks: (1) embedding, (2) substituting, and (3) expanding. Multiple case examples illustrate our propositions. Our novel form of theorizing has implications for future research on management of information systems in service organizations.

Keywords: digital customer networks, value co-creation, service-dominant logic, social media, complementary service asset

Suggested Citation

Brunswicker, Sabine and Rosemann, Michael, Customer-to-Customer (C2C) Connectedness in Services – Unlocking a New Source of Value Co-Creation (March 31, 2014). Available at SSRN: https://ssrn.com/abstract=3106285 or http://dx.doi.org/10.2139/ssrn.3106285

Sabine Brunswicker (Contact Author)

Purdue University - Research Center for Open Digital Innovation (RCODI) ( email )

516 Northwestern Ave
West-Lafayette, IN 47906
United States

HOME PAGE: http://www.purdue.edu/opendigital

Purdue University - Discovery Park ( email )

United States

Michael Rosemann

Queensland University of Technology ( email )

2 George Street
Brisbane, Queensland 4000
Australia

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