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Title: Types of Consumer Operant Resources and Co-creation in Dialogical Service Relationships
Authors: Tarı Kasnakoğlu, Berna
Kalender, Yunus
Gokkaya, Hatice
Keywords: co-creation
operant resources
service-dominant logic
services marketing
multimethod study
Dominant Logic
Issue Date: 2022
Publisher: Informs
Source: Tarı Kasnakoğlu, B., Kalender, Y., & Gökkaya, H. (2022). Types of Consumer Operant Resources and Co-creation in Dialogical Service Relationships. Service Science.
Abstract: This study investigates different types of operant resources and their effects on cocreation by considering the moderation effects of cocreation potential and the provider's positive attitude. The contextual nature of operant resources is discussed based on how consumers activate resources in different service situations. The first study explores whether context-specific resources contribute to cocreation more than general resources. This hypothesis is found to be valid only for certain service contexts. In-depth interviews are conducted in the second study to understand the phenomenon more deeply. The qualitative study reveals three distinct types of resources: general, context-specific, and interpersonal resources. In the third study, a scenario-based experimental study is conducted to test the hypotheses, which are confirmed. We conclude that context-specific resources more directly shape cocreation, moderated by perceived level of cocreation potential. The relationship between potential and resources is then moderated by the provider's positive attitude.
ISSN: 2164-3962
Appears in Collections:İşletme Bölümü / Department of Management
Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection
WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection

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