Designing for Diverse Personalities in Service Co-Creation

While the outcomes following service co-creation have received considerable attention over the last decade, the criteria for selecting participants for co-creation necessitate more research. Extant research suggests that little is known regarding customers’expectations from co-creation, how expectations differ, and the reasons for these differences. Therefore, this research develops customer profiles for service co-creation based on personality traits to further delineate what encourages customers’ participation. An experimental design using Amazon’s Mechanical Turk workers examines the moderating effect of personality traits on the relationship between different levels of co-creating services and customers’ intended co-creation behaviour. Next, Service Designers are questioned with the findings of the experiment to develop strategies to design for the integration of diverse personalities. The current effort contributes to service research by suggesting how different levels of co-creation and customers’ personalities affect intended co-creation behaviour, and by providing strategies for service providers to design for these diverse personalities.