Co-production versus Co-creation: A process based Continuum in the Hotel Service Context

Keywords

co-production, co-creation, experience, strategy, service dominant logic, hotels

Abstract

This paper reviews the theoretical underpinnings of co-production and co-creation and discusses these service production approaches in a hotel context. Based on a synthesis of the literature, we present a co-production to co-creation matrix and offer several propositions: (1) the co-production versus co-creation concepts create a continuum rather than a dichotomy; (2) service innovation and the customisation of service production are conceived as lying somewhere between co-production and cocreation on this continuum; and (3) the key factors that define a typology of service production types (co-production, service innovation, customisation, and co-creation) include the primary value-creation driver and customer involvement/dialogue type. We further discuss the benefits for hotels of moving from co-production to co-creation on this continuum. As one of the first papers to discuss co-creation in hospitality, it contributes to the field by providing specific theoretical and practical implications for how hotel companies can move from co-production to co-creation.

Publication Date

3-1-2013

Original Citation

Chathoth, P. Ungson, B. Altinay, L. Harrington, R. Okumus, F. & Chan, E. (2013). Co-production versus Co-creation: A process based Continuum in the Hotel Service Context. International Journal of Hospitality Management (SSCI journal), 32 (1), 11-20.

Number of Pages

11-20

Document Type

Paper

Language

English

Source Title

International Journal of Hospitality Management

Volume

32

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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