European Proceedings of Social and Behavioural Sciences - 2023 : Examining Managerial Perspectives on Customer Co-Creation Through an Engagement Platform

Nisrin, Ishak and Syafiq, Ayop (2023) European Proceedings of Social and Behavioural Sciences - 2023 : Examining Managerial Perspectives on Customer Co-Creation Through an Engagement Platform. European Proceedings of Social and Behavioural Sciences, - (-). 0-0. ISSN 2357-1330

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Abstract

This exploratory research study investigates the motivations of UK businesses to participate in co creation activities with customers through online engagement platforms. Semi-structured interviews were conducted with four senior managers from UK service organizations, and the data was analyzed using thematic and interpretative content analysis techniques. The study utilizes the absorptive capacity theory as a framework for analysis. The findings of the study highlight the importance of online co-creation for UK businesses and provide insights into their motivations. The motivations identified include gaining a deeper understanding of customer needs, improving service offerings, fostering customer loyalty, and enhancing the overall customer experience. The study contributes to the research areas of value co creation and engagement platforms, emphasizing the significance of online co-creation and calling for further discussions and exploration within organizations. The managerial perspectives shared by the senior managers offer practical implications for organizations seeking to engage customers through online platforms. Overall, the study provides valuable insights into the motivations and benefits of co-creating with customers online, contributing to the understanding of co-creation practices.

Item Type:	Article
Uncontrolled Keywords:	Customer Engagement, Co-Creation, Engagement Platform, Organisational Strategy, Social Media
Divisions:	Institute of Graduate Studies (IGS)
Depositing User:	LIBRARY1 UPTM
Date Deposited:	18 Jul 2025 02:06
Last Modified:	18 Jul 2025 02:06
URI:	http://eprints.kuptm.edu.my/id/eprint/4890

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