Service-to-service co-creation of value at music festivals

Raja, M 2017, Service-to-service co-creation of value at music festivals, Doctor of Philosophy (PhD), Graduate School of Business and Law, RMIT University.

Document type: Thesis
Collection: Theses

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Title Service-to-service co-creation of value at music festivals
Author(s) Raja, M
Year 2017
Abstract The notion of co-creating value has gained considerable attention in the service marketing discipline. Service-dominant (S-D) and customer-dominant (C-D) logic in marketing particularly emphasise the active role of customers in the co-creation of value. Further, theoretical insights are needed into the process of value co-creation, specifically, serviceto-service (S2S) value co-creation in socially dense service settings and network environment. In this study, S2S value co-creation is explored in the context of music festivals in Australia, using the concept of ‘S-D logic’ as a theoretical lens. This study employs a qualitative approach, with Twitter data collected in three phases. Approximately 1.4 million tweets were collected for five major music festivals in Australia. The data were collected in three phases (pre-event, during event and postevent). Themes that emerged through a network analysis explain the behaviour and trends in S2S value co-creation in music festivals. Thematic network analysis helped in understanding the process on value co-creation in service systems of music festivals. The results of this study are shaped into reflections on ten foundational premises of S-D logic, to analyse how closely they hold true with reference to the outcomes of this study. Further, a new foundational premise for S-D logic is proposed based on the understanding and knowledge around S2S interaction that emerged as a result of this study. The implications for S2S value co-creation in complex network environments are discussed. A theoretical contribution is made to the body of knowledge in service marketing, particularly in S-D logic, by advancing understanding of S2S value co-creation.
Degree Doctor of Philosophy (PhD)
Institution RMIT University
School, Department or Centre Graduate School of Business and Law
Subjects Marketing Theory
Marketing Management (incl. Strategy and Customer Relations)
Keyword(s) Music festivals
Value co-creation
Service-dominant logic
Marketing strategy
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Created: Fri, 17 Nov 2017, 09:13:11 EST by Adam Rivett
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