Roles and Resource Contributions of Customers in Value Co-creation

Acknowledging and incorporating customers’ skills and competencies has enabled businesses serve their customers more effectively and efficiently. Customer empowerment through adoption of modern technologies has further accelerated the process of joint value creation between firms and their customers. This article aims to determine the various roles played and resources contributed by customers in the co-creation of value. This study looks upon the various forms of value co-creation from the customer's perspective while elaborating on the various resources contributed by the customer and presents a conceptual framework of value co-creation. Both academics and practitioners could learn from behaviours displayed by customers in each of their roles and manage them accordingly.