The Relevance of Customer’s Roles in Value Co-creation at the Restaurants

Although value co-creationValue cocreation in service reveals a prominent interest in service research, scarce studies analyze the importance of establishing customer roles in value co-creation. This chapter focuses on determining the customer's rolesCustomer’s roles in value creation at the restaurants; the restaurant is a high-touch customer service that can provide an excellent opportunity to analyze the customers’ roles in value creation. The methodology consisted of univariate and bivariate analysis through Jamovi free software to determine consumer roles in value creation at three restaurants. The main findings indicated that co-promoterCo-promoter, co-evaluatorCo-evaluator, and co-distributorCo-distributor are the three relevant customers’ roles: sharing the experience in a face-to-face manner, posting comments on social media for the service rating, and using technology to deliver service and pick up food at restaurants. The successful execution of value creation in services depends primarily on the role of the customer, as the customer is the core of the co-creation process that directly impacts the outcome. The customer role is inherent to responsibility in the service process, and the clarity of their expectations can ensure success in value creation.