What factors influence users’ behaviours during services co-creation? Little research has attempted to specify how different factors, such as traits and demographics, might influence users’ behaviours during co-creation.

In Driving users’ behaviours and engagement in co-creating services by Anna-Sophie Oertzen, Gaby Odekerken-Shroder and Birgit Mager, two studies are outlined (an experimental design and interactive workshops) with the development of three personas and three anti-personas for co-creation.

Service providers and service designers can use these findings to design better co-creation activities for various users, build a conducive working environment and select suitable participants for co-creation activities.


Oertzen, A.-S.Odekerken-Schröder, G. and Mager, B. (2020), “Driving users’ behaviours and engagement in co-creating services”, Journal of Services Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JSM-06-2019-0244