Barriers analysis for customer resource contribution in value co-creation for service industry using interpretive structural modeling

Purpose Co-creating services with the customer has recently appeared as an alternative strategy to achieve competitive advantage. Developing and sustaining a gainful experience requires sharing of knowledge, skills and resources between the firm and its customers. Managing value co-creation throws substantial challenge and difficulties. This study aims to investigate the barriers to customer resource contribution in value co-creation in service industries and find their interrelationships for developing an effective management framework for removal of those barriers. Design/methodology/approach A systematic literature review led to the identification of 26 barriers, which were further confirmed through expert opinion. The study used interpretative structural modeling (ISM) approach and Matrice d'Impacts croises-multipication applique (MICMAC), for analyzing the contextual relationships and develop a hierarchical model of the barriers. Findings ISM approach led to the development of a 13-level structural model. The barriers were further classified into autonomous, driver, linkage and dependent barriers using the MICMAC analysis. The framework offers a means to fulfill the expectations of the customers, thus leading to successful integration of the customer in the value creation process. Removal of the barriers has also been discussed. Originality/value The study addresses a gap in the literature for the need of a structured framework for managing the value co-creation process in the service industry