Purpose

Consumers play a central role in the creation of transformative value, enhancing the well-being of people and the planet. With this article, the authors synthesize service and communication scholars' views to conceptually discuss opportunities and challenges on how to involve consumers in the ideation, creation and dissemination of transformative value. In doing so, the authors identify avenues for future research.

Design/methodology/approach

This research relies on a review of service and communication literature, connecting their insights to real world examples.

Findings

Consumers are involved in the ideation, creation and dissemination of transformative value by engaging in customer innovation, customer participation and customer dissemination behaviors. In relation to these types of customer involvement, four overarching research themes emerge in the context of transformative services: (1) the voice of the non-customer, (2) protecting vulnerable customers, (3) consumer literacy and (4) WOM as a double-edged sword.

Originality/value

This research contributes to transformative service research by assessing the opportunities and challenges related to customers' involvement in the ideation, creation and dissemination of transformative value. Additionally, it identifies avenues for the future at the intersection of communication and service research.

中文翻译：

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携手共进：让消费者参与变革价值的构思、创造和传播

目的

消费者在创造变革性价值、提高人类和地球福祉方面发挥着核心作用。在这篇文章中，作者综合了服务和传播学者的观点，从概念上讨论了如何让消费者参与到变革性价值的构思、创造和传播中的机遇和挑战。通过这样做，作者确定了未来研究的途径。

设计/方法/方法

这项研究依赖于对服务和通信文献的回顾，将他们的见解与现实世界的例子联系起来。

发现

消费者通过参与顾客创新、顾客参与和顾客传播行为，参与变革价值的构思、创造和传播。关于这些类型的客户参与，在变革性服务的背景下出现了四个总体研究主题：（1）非客户的声音，（2）保护弱势客户，（3）消费者素养和（4）WOM作为一把双刃剑。

原创性/价值

这项研究通过评估与客户参与变革价值的构思、创造和传播相关的机遇和挑战，有助于变革性服务研究。此外，它还确定了通信和服务研究交叉点的未来途径。