Let's learn from theatre: Co-creating a unique experience

Isahak, Nur Sadrina Binte (2015). Let's learn from theatre: Co-creating a unique experience Honours Thesis, School of Business, The University of Queensland.

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Author Isahak, Nur Sadrina Binte
Thesis Title Let's learn from theatre: Co-creating a unique experience
School, Centre or Institute School of Business
Institution The University of Queensland
Publication date 2015
Thesis type Honours Thesis
Supervisor Liz Ferrier
Doan Nguyen
Total pages 97
Language eng
Subjects 1503 Business and Management
Formatted abstract
Rated the second worthiest topic to research on, value creation is the ultimate goal of service. Extant literature has offered various insights into how services are co-created. However, to date, very little research has outlined the activities involved in co-creating a unique experience. Hence, this thesis aims to offer insights from both the service providers’ and customers’ perspective in the context of live theatre. The study conducted firmly grounds itself in the Service-Dominant Logic as explicated by Vargo et al. (2010) and aims to explore the ways in which co-creation occurs in an experience medium that is rich in narrative by using Narrative Transportation Theory (Green and Brock, 2000).

This thesis uses an inductive and exploratory single-case study design that aims to gain a deeper understanding of the theatre service providers’ and customers’ lived experience in a world that is seen as inseparable. In accordance to Foundational Premise 10, value is phenomenologically determined by the beneficiary (customers). Hence, to understand this phenomenon, a unique experience is conceptualised as something that is meaningful and vivid to customers and can be offered as a value proposition. This thesis contributes significantly to theory and practice by:

• Developing a hierarchical building block of co-creational activities taken by service providers and;
• Developing a spectrum to delineate the level of co-creation participation by customers and;
• Offering unique experiences as a value proposition to meet the needs and wants of customers.

Hence, this study has provided empirical evidence that builds on existing theory and offers opportunities for further research.

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Created: Tue, 22 Mar 2016, 15:15:04 EST by Susan Peeters on behalf of UQ Business School