“Omstart” : A study of the effect of co-creation in performance art

The process of value creation is rapidly shifting from a product- and firm-centric view to personalized consumer experience today. Informed, networked, empowered and active consumers are increasingly co-creating value with the firm. The interaction between the firm and the consumer as well as the experience factor plays an increasingly important role in determining the success of a company’s offering. In this study, a special type of co-creating experience is investigated - “omstartspex” - where the audience is interacting with actors during the play. Drawing from results of three focus group interviews, this study attempts to understand the effect of co-creation on customer experience and its three dimensions - emotional, cognitive and relational. The co-creation process, demanding for both firm and consumers, raises important questions for managers in terms of operational efficiency and control over product quality, etc. Apart from it, the empirical results show that co-creation indeed has positive effect on customer experience. It creates unique customer experiences, strengthens the relationship between consumer (audience) and firm (actors). This, in turn, leads to an increasing level of customer satisfaction and loyalty.