Customer participation and value creation: a systematic review and research implications

Purpose - Customer participation in the creation of offerings has become a key focus in marketing literature. This paper synthesizes extant research on the topic to enhance understanding of the conceptualization and value outcomes of customer participation in the creation of offerings. Design/methodology/approach - The study is based on an extensive, systematic literature review covering 163 articles on customer participation published over the last four decades. Selected publications were analyzed according to the topics studied, study context, research approach, and findings. Findings - The review demonstrates how the conceptualization of customer participation has evolved in terms of the nature and range of customer contributions, their temporal scope, and the outcomes considered. It also synthesizes the hypothesized and empirically scrutinized value outcomes of customer participation for both sellers and customers. Research limitations/implications - The review reveals important gaps in the existing knowledge on customer participation, and identifies relevant areas for future research. The literature review may have missed some relevant papers that use different terminologies. Practical implications - Managers should consider the strategic significance of customer participation in their businesses, promote the potential benefits to their customers, and institute necessary changes in their organization to facilitate participation. Originality/value - This paper provides a structured overview of the empirical and conceptual research addressing customer participation and brings forth evidences regarding its value outcomes, thereby contributing to extant knowledge on value creation.