Organizations increasingly rely on customer involvement in the value creation process (i.e., co-creation) to enhance customer satisfaction and differentiate themselves from competitors. While past research has largely indicated that more co-creation is beneficial, some have suggested yet not empirically validated that excess co-creation may negatively impact customers. Applying the service-dominant logic, two studies (B2B and B2C customers) offer insight into the appropriate levels of the co-production and value-in-use dimensions of co-creation. For both B2B and B2C customers, polynomial regression and surface plot analyses indicate an inverted U-shaped relationship between value co-creation and satisfaction, establishing that more co-creation is beneficial only up to a point. As such, we inform managers of factors that can cause the relationship between co-creation and satisfaction to peak and then turn negative. Further, customer expertise and process enjoyment moderate this relationship for B2C (but not B2B) customers, thereby offering ways to mitigate the negative effects of excess co-creation for end-customers. The studies also highlight the importance of value co-creation “fit” between the customer's expected and experienced levels of co-creation. Interestingly, positive misfit (i.e., excess co-creation) retains a stronger negative influence on customer satisfaction than negative misfit (i.e., insufficient co-creation) for both B2B and B2C customers.

中文翻译：

---

更多并不总是更好：价值共同创造对 B2B 和 B2C 客户满意度的影响

组织越来越依赖客户参与价值创造过程（即共同创造）来提高客户满意度并使自己与竞争对手区分开来。虽然过去的研究在很大程度上表明更多的共同创造是有益的，但有些人认为过度的共同创造可能会对客户产生负面影响，但尚未经过经验验证。应用服务主导逻辑，两项研究（B2B 和 B2C 客户）提供了对共同生产的适当水平和共同创造的使用价值维度的洞察。对于 B2B 和 B2C 客户，多项式回归和曲面图分析表明价值共同创造和满意度之间存在倒 U 型关系，表明更多的共同创造仅在一定程度上是有益的。像这样，我们告知管理者可能导致共同创造和满意度之间的关系达到顶峰然后转为负面的因素。此外，客户专业知识和流程享受缓和了 B2C（但不是 B2B）客户的这种关系，从而提供了减轻过度共同创造对最终客户的负面影响的方法。这些研究还强调了价值共同创造“契合”客户预期和经验水平的共同创造的重要性。有趣的是，对于 B2B 和 B2C 客户来说，积极的不适应（即过度的共同创造）比消极的不适应（即共同创造不足）对客户满意度的负面影响更大。客户专业知识和流程享受缓和了 B2C（但不是 B2B）客户的这种关系，从而提供了减轻过度共同创造对最终客户的负面影响的方法。这些研究还强调了价值共同创造“契合”客户预期和经验水平的共同创造的重要性。有趣的是，对于 B2B 和 B2C 客户来说，积极的不适应（即过度的共同创造）比消极的不适应（即共同创造不足）对客户满意度的负面影响更大。客户专业知识和流程享受缓和了 B2C（但不是 B2B）客户的这种关系，从而提供了减轻过度共同创造对最终客户的负面影响的方法。这些研究还强调了价值共同创造“契合”客户预期和经验水平的共同创造的重要性。有趣的是，对于 B2B 和 B2C 客户来说，积极的不适应（即过度的共同创造）比消极的不适应（即共同创造不足）对客户满意度的负面影响更大。