Topic: Customer Cocreation in Health Services
Speaker: Jill Sweeney, Professor of Marketing, University of Western Australia
Time: 1:30-3:00pm, April 14th, 2010
Location: Room217, New Building of GSM, Peking University.
Welcome to attend!
Abstract
Customers do not merely receive services, increasingly they are actively involved in their design and delivery to the extent of being regarded as part-time employees. Customer co-creation is tipped to be the next frontier in competitive effectiveness. Benefits to the firm have received some attention, benefits to the customer very little. Often customers fail in their cocreation role with serious negative consequences. The customer cocreation literature is relatively undeveloped in terms of understanding the underlying themes of cocreation, for example what does it mean to cocreate? The authors seek to stimulate a higher degree of research and discussion by proposing and modelling a more comprehensive and multidimensional conceptualization of customer cocreation. We build our case by examining the cocreation and related literatures, identifying the dimensions of cocreation, testing the a model linking cocreation to customer and organisational outcomes and presenting directions for future research.
Bio
Jill Sweeney is Winthrop Professor in Marketing at the University of Western Australia. Before starting an academic career, she obtained extensive experience in market research consultancies in London, Sydney and Perth, focusing on statistics and sampling, industrial research and consumer research. She was awarded a PhD in marketing in 1995. Her academic research focuses on services marketing as well as brand equity, relationship marketing, word-of-mouth and customer cocreation. She has published widely including in the Journal of Retailing, the Australian Journal of Management, Psychology and Marketing and the Journal of Service Research. Jill was state Chair of the Australian Market and Social Research Society until recently and on the National Council of the same body. She was on the Australia and New Zealand Marketing Academy Executive for six years and was co-chair of the ANZMAC 2005 conference held in Fremantle in December 2005. She was elected as a fellow of ANZMAC in 2008. She has supervised PhD students as well as Honours and Masters by Research students, which has resulted in a number of conference papers and publications including in A* journals. Jill was Associate Dean of Research and Research Training at the UWA Business School until 2009.
