Service modeling of compliments and complaints and its implications for value co-creation

The paper demonstrates the impact of using text mining techniques to automate analysis and classification of large amounts of customer compliments and complaints (C&C). The research is using an empirical approach to generate a better understanding of how co-creation processes can be designed based on customer feedback experiences. In order to improve the service propositions, the integration of customer comments as operant resources of the organisation is discussed. A cocreation feedback model is proposed, considering positive and negative comments across three main categories, resources, activities and attributes (positive/negative comments). Finally, the co-creation feedback model enables the mapping of the organisation’s service processes from the customer perspective.