position would support the removal of intermediaries who act as gate-keepers to complex information within the service supply chain, examples of which are medical and financial advisors. In contrast, Bandura (1977) theorises that mere access to information is not sufficient in itself, and consumers need to have the ability to understand the information to utilise it effectively, or the capacity and self-efficacy. This position would support the inclusion of expert advisors as intermediaries within the services supply chain. Our findings suggest a more subtle process is present and that replacing intermediaries by the use of self-service technology empowers only certain consumers and not others. Hence, for some individuals co-production does not lead to co-creation of value. In our study, some individuals experienced a sense of disempowerment via access to too much information or being given too much control. Shankar, Cherrier and Canniford (2006) note that in some markets, in particular financial service markets, giving more power and choice to the consumer actually disempowering rather than “is the consumer more choice often makes choice harder empowering” (p.1021). Giving not easier due to the added cost of information the cost of processing processing. “When all this information outweighs the benefit, inertia or choice et paralysis sets in” (Shankar al., 2006, p. 1021). Hence, there are potential implications for co-production. Zwick et al. (2008: 173) argue that means that consumers receive little more than “co-creation whereas the realisation of actual use value is dependent upon “propositional value”, added Co-production is thus a double-edged sword: on the consumers’ labour input”. one hand it can be empowering and liberating for some consumers leading to value but for others it can be confusing, paralysing and exploitative and actively contribute towards the destruction of value.
position would support the removal of intermediaries who act as gate-keepers to complex information within the service supply chain, examples of which are medical and financial advisors. In contrast, Bandura (1977) theorises that mere access to information is not sufficient in itself, and consumers need to have the ability to understand the information to utilise it effectively, or the capacity and self-efficacy. This position would support the inclusion of expert advisors as intermediaries within the services supply chain. Our findings suggest a more subtle process is present and that replacing intermediaries by the use of self-service technology empowers only certain consumers and not others. Hence, for some individuals co-production does not lead to co-creation of value. In our study, some individuals experienced a sense of disempowerment via access to too much information or being given too much control. Shankar, Cherrier and Canniford (2006) note that in some markets, in particular financial service markets, giving more power and choice to the consumer “is actually disempowering rather than empowering” (p.1021). Giving the consumer more choice often makes choice harder not easier due to the added cost of information processing. “When the cost of processing all this information outweighs the benefit, inertia or choice paralysis sets in” (Shankar et al., 2006, p. 1021). Hence, there are potential implications for co-production. Zwick et al. (2008: 173) argue that “co-creation means that consumers receive little more than “propositional value”, whereas the realisation of actual use value is dependent upon consumers’ added labour input”. Co-production is thus a double-edged sword: on the one hand it can be empowering and liberating for some consumers leading to value but for others it can be confusing, paralysing and exploitative and actively contribute towards the destruction of value.