Interactive Mechanisms to Improve Service Innovation Among Sports Clubs: A Consumer Perspective

Value co-creation for service innovation is a rapidly developing concept in the current competitive market. Prior studies emphasize the conceptual aspects of the value co-creation, with limited research focusing on the interactive effects between firms and their customers created in the process of value co-creation. We propose a framework for synthesizing the interactive concepts associated with service innovation based on the service-dominant logic. We recruited participants (N= 448) from 11 sports clubs in Iran. Results indicated that openness and consumer engagement facilitate value co-creation, which in turn leads to perceived service innovation. Furthermore, perceived brand interactivity moderated the mediating role of value co-creation in the relationship between consumer engagement and perceived service innovation. Results from this research suggest openness and consumer engagement are key antecedents of value co-creation and highlight the significance of perceived brand interactivity and value co-creation in promoting service innovation at sports clubs.