Value co-creation activities in retail ecosystems: well-being consequences

Pilar Gardiazabal, Constanza Bianchi

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

Abstract

Purpose: This paper aims to analyze the well-being consequences of value co-creation activities at an ecosystem level, focusing specifically on the micro and meso levels. This study is performed in a retail ecosystem, a highly relevant context where individuals spend a considerable amount of time and resources, but where well-being is usually not deemed as a relevant outcome. Design/methodology/approach: The investigation analyzes qualitative data from micro and meso level actors of a retail ecosystem. At the micro-level, in-depth interviews performed with customers, employees and suppliers were assessed. The meso level analysis included most of the actors embedded in the retail ecosystem: employees’ headquarters, suppliers’ headquarters, nearby competitors, family, other retail outlets and external employees. Findings: This study is one of the first in the transformative service research area to analyze well-being from a retail ecosystem perspective. Hence, this analysis broadens the literature on transformative service by considering supermarket retailing, an everyday service context that is not assumed to generate well-being outcomes. Results reveal that actors who spend more time or have fewer options available for them in the retail ecosystem see their well-being deeply affected. It also extends the conceptualization of value co-creation to a retail ecosystem, a specific ecosystem, which differs from previous studies that focus mostly on health-care ecosystems. Research limitations/implications: Although useful to understand new insights, a limitation of this investigation is that it is based upon a single qualitative study. Practical implications: The study portrays how activities happening within a business context have consequences beyond traditional measures such as loyalty or turn-over. It proposes specific value co-creation actions to be performed by employees, suppliers and customers to promote positive well-being consequences for the micro and meso level retail ecosystem. Social implications: Retail ecosystems are usually not deemed as relevant when trying to understand societal well-being outcomes. This study empirically depicts that all services, even the ones without transformative goals, need to be aware of the impact they have on societal well-being. Originality/value: This paper provides a novel conceptualization of well-being effects in a retail ecosystem. Specifically, this is the first study in the transformative service research literature to identify the micro and meso level well-being consequences of value co-creation activities within a retail ecosystem.

Original languageEnglish
Pages (from-to)1028-1044
Number of pages17
JournalJournal of Services Marketing
Volume35
Issue number8
DOIs
StatePublished - 2021

Keywords

  • Co-creation
  • Meso level ecosystem
  • Micro level ecosystem
  • Retail
  • Retail ecosystem
  • Service ecosystem
  • Transformative
  • Transformative service research
  • Value co-creation activities
  • Well-being

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