Engaging Customers in Coproduction Processes: How Value-Enhancing and Intensity-Reducing Communication Strategies Mitigate the Negative Effects of Coproduction Intensity

Coproduction offerings, in which customers engage in the production of goods and services, are ubiquitous (e.g., ready-to-assemble products, self-service technologies). However, although previous research has predominantly identified beneficial aspects of coproduction in contrast to traditional firm production, the pivotal role of coproduction intensity within coproduction processes has largely been neglected. Furthermore, little is known about strategies that firms can employ to positively influence customers’ perceptions of coproduction processes. Drawing on a large field experiment with 803 customers engaging in actual coproduction processes, the current study makes a first attempt to address these research voids. The results show that coproduction intensity negatively affects customers’ satisfaction with the coproduction process. Furthermore, the study offers first insights into how firms can mitigate these negative effects by employing corporate communication strategies that either emphasize specific coproduction value propositions (value-enhancing communication strategies) or highlight additional coproduction service supplements (intensity-reducing communication strategies).

• 저널Journal of Marketing · 79(6) · 17–33
• 토픽Consumer Behavior in Brand Consumption and Identification · Marketing
• DOI10.1509/jm.14.0357
• 저자Till Haumann, Pascal Güntürkün, Laura Marie Edinger‐Schons, Jan Wieseke