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Interaction Strategy in Co-Creation: A Case of Bus Transportation Services and Its Consumer Community in Indonesia
Abstract
There are many perspectives in co-creation, such as experience, involvement, engagement, participation, partnership, and collaboration. The co-creation phenomenon appearing in a bus transportation services and its community in Indonesia is interaction. Through literature review, interaction strategy in co-creation is still unexplainable; therefore, this chapter elaborates interaction strategy between service provider and its consumer community in co-creation. Through factor analysis, it is identified that there are four dimensions of interaction strategy in co-creation: 1) interactions in which the company receives more benefit; 2) interactions in which both the company and community as well society receive benefits; 3) interactions in which the community receives more benefit; 4) interactions in which both the company and community explore each other’s competence. Furthermore, implications for managers are discussed.
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