How costumer-to-customer Co-creation influences service experience in large public events

TitreHow costumer-to-customer Co-creation influences service experience in large public events
Type de publicationArticle de revue
AuteurDucroquet, Aude
TypeArticle scientifique dans une revue à comité de lecture
Année2017
LangueAnglais
Date2017
Numéro2
Pagination111-123
Volume4
Titre de la revueJournal of Marketing Trends
ISSN1961-7798
Mots-clésC2C, Co-creation, Customer dominant logic, fan communities, large public events
Résumé en anglais

Many large thematic events are emerging in France. Exchanges between participants can create value for all stakeholders (fans, managers, exhibitors etc.) and play an important role on post-impact events. However, little research on co-creation have investigated the value of C2C (customer-to-customer) interactions and the potential impacts of fans on other visitors. To answer this question, we conduct two qualitative studies with managersof three main French thematic events, and with 52 visitors of the Japan Expo. From a theoretical perspective, this research proposes to extend knowledge of C2C co-creation. As for managerial implications, this articleprovides insights to improve marketing practices for managersof these events.

URL de la noticehttp://okina.univ-angers.fr/publications/ua17647