Analysis of Customer Value Co-creation and Individual Economy in the Digital Environment: -- Taking China's Consulting Services Industry as an Example

Haixia Du

doi:10.54097/p8d90203

Authors

Haixia Du

DOI:

https://doi.org/10.54097/p8d90203

Keywords:

Customer Value co-creation, Customer Participation, Individual Economy

Abstract

Taking consulting services as an example, this paper discusses the current challenges faced by knowledge service industries in the digital environment and demonstrates the rise of the individual economy alongside the process of customer value co-creation. The aim of this research is to analyze the evolving relationship between customers and service providers under the new paradigm and to identify emerging development opportunities for the knowledge service industry. The study primarily employs case analysis and qualitative research methods, concluding that customers play a leading role in value co-creation activities within the digital environment, while the emergence and supportive role of the individual economy must also be acknowledged. Future research could further focus on value co-creation from diverse perspectives, such as exploring the impact of digitalization on value co-creation or conducting studies across various industries using quantitative research methods. This paper provides a foundational framework for subsequent value co-creation research and offers practical insights for the operations of knowledge service enterprises.

Downloads

Download data is not yet available.

References

[1] Prahalad C K, Ramaswamy V. Co‐creating unique value with customers[J]. Strategy & Leadership, 2004, 32(3): 4-9.

[2] Lou C, Yuan S. Influencer marketing: How message value and credibility affect consumer trust of branded content on social media[J]. Journal of Interactive Advertising, 2019, 19(1): 58-73.

[3] Vargo S L, Lusch R F. “Evolving to a New Dominant Logic for marketing”. Journal of Marketing, No.1, Vol.68, (2004), pp.1-17.

[4] Vargo S L, Lusch R F. Why “service”?[J]. Journal of the Academy of Marketing Science, 2008, 36: 25-38.

[5] Heinonen K, Strandvik T, Mickelsson K J, et al. A customer‐dominant logic of service[J]. Journal of Service Management, 2010, 21(4): 531-548.

[6] Yiyong Yu, Zhong Yang. Review on the connotation and internal mechanism of value co-creation. Academia Bimestris. 2019 (2): 165-172.

[7] Kotler, P., & Keller, K. L. Marketing Management (15th ed.). Translated by Jiaxun He et al. Shanghai: Gezhi Publishing House & Shanghai People’s Publishing House, 2016.

[8] Kumar V. A theory of customer valuation: Concepts, metrics, strategy, and implementation[J]. Journal of Marketing, 2018, 82 (1): 1-19.

[9] Kumar V, Pansari A. Competitive advantage through engagement[J]. Journal of Marketing Research, 2016, 53 (4): 497-514.

[10] Heidenreich S, Wittkowski K, Handrich M, et al. The dark side of customer co-creation: exploring the consequences of failed co-created services[J]. Journal of the Academy of Marketing Science, 2015, 43: 279-296.