Towards co-created food wellbeing: Culinary consumption, braggart word-of-mouth, and the role of participative co-design, service provider support, and C2C interactions (2021)
Type of ContentJournal Article
Purpose: This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of co-created food well-being and highlighting implications for interactive experience co-design. Design/methodology/approach: A sequential mixed-method approach was used to test a theoretical model; 25 in-depth interviews with cooking class participants were conducted, followed by a post-experience survey (n = 575). Findings: Qualitative results suggest braggart WoM is rooted in active consumer participation in co-designing leisure experiences. The structural model confirms that participation in value co-creating activities (i.e. co-design, customer-to-customer (C2C) interaction), alongside perceived support from service providers, increases consumer perceptions of co-creation and stimulates braggart WoM. Degree of co-creation and support from peers mediate some relationships. Research limitations/implications: Limited by cross-sectional data from one experiential consumption format, the results nevertheless demonstrate the role of active participation in co-design and C2C interactions during value co-creation. This implies that co-created and co-designed leisure experiences can intensify post-consumption behaviours and potentially enhance food well-being. Practical implications: The results highlight that integrating customer participation into service design, while also developing opportunities for peer support on-site, can stimulate braggart WoM. Originality/value: Extends burgeoning literature on co-creation and co-design in leisure services. By encouraging active customer participation while providing support and facilitating C2C interactions, service providers can enhance value co-creation, influencing customer experiences and food well-being. Accordingly, the concept of co-created food well-being is introduced.
CitationTaheri B, Pourfakhimi S, Prayag G, Gannon MJ, Finsterwalder J (2021). Towards co-created food wellbeing: Culinary consumption, braggart word-of-mouth, and the role of participative co-design, service provider support, and C2C interactions. European Journal of Marketing. 55(9). 2464-2490.
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Keywordsco-creation; customer-to-customer interactions; service design; braggart WoM; culinary leisure experiences; co-created food wellbeing
ANZSRC Fields of Research35 - Commerce, management, tourism and services::3506 - Marketing::350602 - Consumer-oriented product or service development
35 - Commerce, management, tourism and services::3506 - Marketing::350601 - Consumer behaviour
35 - Commerce, management, tourism and services::3506 - Marketing::350611 - Service marketing
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