Article | Service Design Geographies. Proceedings of the ServDes.2016 Conference | Co-Creating Value: Customer Engagement Through Virtual and Physical Channels
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Title:
Co-Creating Value: Customer Engagement Through Virtual and Physical Channels
Author:
Yi-Fang Yang: Department of Industrial and Commercial Design, National Taiwan University of Science and Technology, Taiwan Shu-Shiuan Ho: Department of Industrial and Commercial Design, National Taiwan University of Science and Technology, Taiwan Tung-Jung Sung: Department of Industrial and Commercial Design, National Taiwan University of Science and Technology, Taiwan
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Full text (pdf)
Year:
2016
Conference:
Service Design Geographies. Proceedings of the ServDes.2016 Conference
Issue:
125
Article no.:
021
Pages:
253-265
No. of pages:
13
Publication type:
Abstract and Fulltext
Published:
2016-05-17
ISBN:
978-91-7685-738-0
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press, Linköpings universitet


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Customers can perceive co-creating value through different channels when they are highly engaged. The positive side of engagement includes certain channels that work as a bridge unifying various stakeholders, enabling these parties to create value. However, few studies focus on customer engagement (CE) and the co-creating value through different channels. By designing tourism campaign of a particular business district in Taipei, the objectives of this study are twofold: to explore the contexts of co-creating value among different stakeholders (the types of CE), and to verify the difference of co-creating value through virtual and physical channels (the channels of CE). There are three phases to this study. The first phase involved filtering stores in a tourism business district. In the second phase, we attempted to recruit participating stores who were willing or able to engage in city image promotion campaigns in the tourism business district. Moreover, we collected survey data to examine the difference of co-creating value through the types of CE and the channels of CE. Finally, 155 valid questionnaires were collected. The main findings of this study are that co- creating value can be divided into two main factors: intrinsic satisfaction and social network, both the types of CE and the channels of CE have significant effects on co-creating value, and compared to the virtual channel, customers of the proactive store can gain more co-creating value of social network through the physical channel. This finding can complement the existing studies of co-creating value that only focus on a single channel.

Keywords: customer engagement; virtual vs. physical channels; co-creating value; tourism experience Introductio

Service Design Geographies. Proceedings of the ServDes.2016 Conference

Author:
Yi-Fang Yang, Shu-Shiuan Ho, Tung-Jung Sung
Title:
Co-Creating Value: Customer Engagement Through Virtual and Physical Channels
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Service Design Geographies. Proceedings of the ServDes.2016 Conference

Author:
Yi-Fang Yang, Shu-Shiuan Ho, Tung-Jung Sung
Title:
Co-Creating Value: Customer Engagement Through Virtual and Physical Channels
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