End-User Contribution to Logistics Value Co-Creation: A Series of Exploratory Studies

Recently, retailers have been investing in technology-based platforms such as mobile applications to involve more of their customers in logistical value co-creation activities. Therefore, it would be important to guide these efforts by providing the retailers with a list of various consumer logistics value co-creation activities and help them better organize their technological investments by categorizing these functions. The objective of this study is to explore the logistics activities through which the end users can contribute to co-creation of value based on the notions of Service-Dominant Logic. A series of 4 exploratory survey studies revealed 10 end-user logistics functions and important implications for practice.