Exploring the effects of external cocreators on service innovation

In this study, we investigate the influence of customer and business partner co-creation on service innovation across 106 IT and 130 finance companies. Through the lens of open service innovation and service-dominant logic, the findings indicate that co-creation strengthens relationship bonds and increases the value of external knowledge, positively impacting service innovation. Furthermore, the present study identifies industry type (manufacturing vs. service) as a moderating factor in the relationship between antecedents and service innovation performance. By reevaluating the roles of external participants, this research offers valuable insights into service innovation, providing guidance for managers to effectively harness external cocreators.