The purpose of this paper is to introduce and test customer perceptions of four types of value co-creation (VCC), explore VCC a priori condition of relatedness, operationalized as commercial friendship, examine customer voluntary participation in VCC through initiation (customer vs company), and the influence of these factors on relational outcomes of VCC: satisfaction, loyalty and trust.,A scenario-based 2×2×4 experimental design was set in a destination resort context: weak vs strong commercial friendship, customer vs company co-creation initiation and four types of VCC. The 248 resort guests were equally and randomly assigned to experimental conditions. Multivariate analysis of variance and repeated measures analysis of variance was utilized.,Results demonstrated that customers perceived VCC processes differently. Co-creation of experience and co-recovery outcomes had significantly higher relational outcomes when compared to co-creation of marketing and co-innovation. Experiencing stronger commercial friendship, as customer–company relatedness and being invited to co-create resulted in stronger customer relational outcomes.,The core theoretical contribution of this study is the comparative analysis of customer perceptions of four distinctly different types of VCC: co-innovation, co-creation of experience, co-creation of marketing and co-recovery. A priori conditions of relatedness and co-creation initiation were established as antecedents of VCC processes among customers and service providers. When a service provider initiates VCC, it can positively affect customers’ relational outcomes of satisfaction, loyalty and trust.

中文翻译：

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商业友谊，发起和共同创造类型的作用

本文的目的是介绍和测试客户对四种类型的价值共创（VCC）的看法，探索VCC的先验关联性条件，将其作为商业友谊进行操作，并通过发起（客户与公司）检查客户自愿参与VCC ，以及这些因素对VCC关系结果的影响：满意度，忠诚度和信任度。在目的地度假村环境中设置了基于场景的2×2×4实验设计：弱者与强者之间的商业友谊，客户与公司之间的合作创建启动和四种类型的VCC。将248名度假宾客平均分配给实验条件。利用方差的多变量分析和方差的重复测量分析。结果表明，客户对VCC过程的感知不同。与市场营销和合作创新共同创造相比，经验和合作恢复共同创造的关系成果明显更高。经历更强的商业友谊，因为客户与公司之间的亲密关系以及被邀请共同创造导致更强大的客户关系成果。本研究的核心理论贡献是对四种不同类型的VCC的客户认知进行比较分析：共同创新，经验的共同创造，营销和共同恢复的共同创造。建立关联性和共同创建启动的先验条件是客户和服务提供商之间VCC流程的先决条件。服务提供商启动VCC时，可以积极影响客户的满意度，忠诚度和信任度的关系结果。