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How do consumers co-create their experiences? An exploration in the heritage sector

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Whilst the body of work around co-creation has grown, co-creation continues to be considered from a value perspective with key questions, such as what is actually being co-created, remaining unanswered. This article moves beyond value to experiences and explores co-creation of the consumption experience. The research examines the manifestations and antecedents of co-creation of the consumption experience from a consumer angle and presents a co-creation framework. Customer critic analysis with consumers from two exemplar heritage organisations is used to investigate co-creation. The findings illuminate three facets of co-creation: co-production, engagement, and personalisation. This paper addresses a gap in Service-Dominant Logic theory, arts/heritage, and broader marketing literature by distinguishing between co-creation of value and co-creation of the consumption experience and proposing a definitive conceptualisation of the latter. The proposed model progresses the co-creation discussion to an empirical level and provides a foundation for future research.
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Keywords: Service-Dominant Logic; co-creation; co-creation of the experience; experience; heritage sector; value

Document Type: Research Article

Affiliations: 1: Melbourne Business School, Carlton, Australia 2: Deakin University, Burwood, Australia

Publication date: 2014-02-03

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