ScotRail and Adopt A Station: the indirect benefits of community involvement in public transport spaces

In recent years the customer role has evolved from a passive recipient of services to a proactive cocreator in the activities of an organisation Customers are increasingly viewed as a resource with firms increasing collaboration to increase benefits to both parties. Cocreation activity can offer improved predictability and quality in the exchange for the firm and feelings of self-efficacy, enjoyment and psychological benefits for customers. Research exploring cocreation focuses mainly on direct relationships between a firm and it’s customers and the benefits accrued therein. Little attention has explored the extent to which collaborative activities might have an indirect effect on parties not directly involved in the process. This paper is based on a doctoral study which measured how value cocreation within a public transport setting can offer both direct and indirect benefits to users