Customers experiences of co-creation during service

Abstract Purpose – The purpose of this article is to present the outcome of a co-creation service innovation project, both to understand the possible outcome when using a process model and to achieve a better understanding of how customers experience participation in co-creation in an open service innovation project. The article also discusses the outcome of co-creation in terms of new knowledge concerning customers’ needs, both expressed and latent needs compared to the knowledge gained through a regular guest survey. Design/methodology/approach – The study is based on 29 in-depth interviews that were conducted subsequent to participation as visitors in a service innovation project which involved testing a model for user involved service innovation. In the process model users were asked to be attentive and produce real time documentations. The co-creation in this case thus occurred when obtaining input for service innovation ideation. Findings – Participants (visitors to a Swedish zoo), had mixed opinions about their participation in the project. Favourable experiences, such as benevolence and deepened relationships, were balanced by unfavourable experiences such as incapability and intrusion. Also a user involved service innovation approach as the one studied provides valuable knowledge about customers suggested to be useful for service innovation. Users presented a wide range of real time documentations; from brief comments about certain aspects of their experience to more detailed suggestions for future services. Originality/value – The study provides empirical evidence regarding the importance of adopting a user’s perspective towards service innovation. This is unlike previous research,which has been limited to the study of how companies perceive and can manage co-creation in a manner that is beneficial for them. The study also connects to this perspective by suggesting that co-creation both enhances opportunities for successful service innovation and provides a deeper understanding of customers’ needs. Keywords Innovation, Customer services quality, Product innovation, Sweden Paper type Case study