You cannot do it Yourself: Enhancing Experience through Co-creation
Keywords:co-creation, customer experience, value, public transport, Uber, taxi
AbstractPurpose of the article: To evaluate the individual factors of co-creation value in urban public transport and their impact on customer experience. Customer experience management is a new marketing direction that will allow companies to differentiate themselves and gain a competitive advantage. The core ability of companies adopting the customer experience management approach is to be able to understand customers’ perceptions of their business, which is often significantly different from the conventional company’s view. It encompasses every aspect of a company’s offering from advertising, features of products and services to ease of use, reliability or the quality of customer care. Co-creation is a management initiative, or form of economic strategy, that brings different parties together in order to jointly produce a mutually valued outcome. Co-creation brings a blend of ideas from direct customers which in turn creates new ideas to the organization. This article focuses on the issue of co-creating value in transport across the city. Methodology/methods: Secondary research of scientific articles and primary research using a questionnaire, informal interviews and captured memorable moments. Scientific aim: To assess how important is value co-creation in urban public transport and what factors influence the co-creation of value. The article identifies which factors influence the co-creation of value and to what extent they are influenced by the company itself and to what extent it affects only the customers. Findings: In the area of urban public transport, co-creation of values is very important because it affects customer experience and customers are interested in participating in this co-creation. Conclusions: Other customers who use the same service have a negative impact on value creation and customer experience. Modern technology can greatly contribute to co-creation of value and better perception of customer experience. Customers are interested in contributing to value creation and improving customer experience.
ORIGINAL SCIENTIFIC ARTICLE