Title: The coproduction construct and the decision to coproduce: managerial implications in the service context

Authors: Adesegun Oyedele, Penny M. Simpson

Addresses: Herberger College of Business, Marketing and Business Law, St. Cloud State University, 720 4th Ave South, CH 420, St. Cloud, MN 56301, USA. ' College of Business Administration, Department of Management, Marketing and International Business, The University of Texas-Pan American, 1201 West University Dr., Edinburg, TX 78539-2999, USA

Abstract: The purpose of this study is to explicate a comprehensive framework of consumer coproduction behaviour based on the principles of buyer behaviour and consumer behaviour theories. A comprehensive review of the coproduction literature both from inside and outside the marketing discipline was conducted with specific reference to studies relating to the private and the public value aspects of consumer coproduction behaviour. The literature review is combined with relevant aspects of the buyer behaviour and the consumer behaviour theories in developing a comprehensive framework of consumer coproduction behaviour. This study contributes to the literature by: 1) developing a definition of coproduction that recognises two non-firm categories of derived benefit or value from coproduction activities – individual derived value or public derived value; 2) explicating a comprehensive framework of the coproduction decision process.

Keywords: consumers; coproduction behaviour; coproduce decision; consumer behaviour; buyer behaviour.

DOI: 10.1504/IJSSCI.2011.038459

International Journal of Services Sciences, 2011 Vol.4 No.1, pp.38 - 56

Accepted: 09 Aug 2010
Published online: 07 Feb 2011 *

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