The effect of normative expectation on the relation of operant resources and co-creation

The notion of co-creation which has given a new perspective to the various marketing approaches has gained a significant place in marketing literature over time. For this reason, this study examines the concept of co-creation with the interaction of customer operant resources and social norms. Therefore it looks at the positive influence of the customer operant resources on co-creation and the role of normative expectation within this interaction. In occupational groups where the expectation of social norm is high or low, the effect of the customer operant resources on co-creation and whether there is a change in this effect or not is analyzed. The expectation of respect, honesty, loyalty and interest norms determined by pretest data is determined in which occupations is high and low. Occupational groups with low normative expectations are gas pump operator and cashier; while occupational groups with high normative expectation are babysitters and doctors. The approach taken to measure co-creation and the conceptualization of occupational groups determined according to this approach has a great importance. Each of them contains its own co-creation value, and the concept of co-creation can be handled independently of the profession. In doctors or babysitting professions where normative expectation is high, people with high normative expectations do not interact with their operant resources in service relation. This is because there is no effect that increases the co-creation of the customer operant resources together as the individuals continue to create value together with their operant resources available. Contrary to this, in the case of the petrol officer or the supermarket muscle professions where the normative expectation is low, people with low expectations include interaction in their service relations with their operant resources. That is to say, operant resources does not increase the cocreation in the occupational groups which have the low normative expectations but the effect of operant resources on co-creation is higher than other occupational groups that have high normative expectation. Keywords: Co-creation, Customer Operant Resources, Social Norm, Interaction, Normative Expectation