“Co-creation” in Disaster Management: A Service Quality Perspective

“Co-creation” is an important concept in service marketing. It talks about concomitant role and participation of customers in creating and providing quality services by the marketer. In many cases, no matter how hard a marketer intends and tries to provide quality service, it is bound to fail if customers don’t play their due part in creating and receiving the service. For example, while providing relief and medical services to people during any disaster, say an earthquake, would not be efficient unless people in crisis show discipline and patience in receiving emergency services.

This co-creation during a crisis situation was positively exemplified by the Japanese in 2011 when Fukushima nuclear power-plant exploded due to an earthquake. As a result, nuclear materials leaked into the environment, exposing inhabitants to nuclear hazards. Government evacuated thousands of people on an emergency basis and opened temporary relief shelters. Evidently, the service quality could not have been ensured and delivered by the government unless the people in crisis had their qualities exposed in playing due roles and “co-create” the ultimate service quality. What are those qualities that we saw among the Japanese during crisis situation? Were those qualities created in a day or did it take a long time through education and cultural learning? Let us enjoy an info-graphic presentation. Click here


About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
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