Co-creating value and its impact on customer satisfaction and customer loyalty: A banking sector perspective

The application of co-creation is important and traditionally proves that banks offer products services without taking into account the opinions recommendations customers have opportunity to remain focused on bank not be successful (Keshavarz & Jamshidi, 2018). In many organizations, especially those dealing with services, customer satisfaction considered a challenge. Customer influences loyalty loyal constant source revenue, satisfied do focus replacement found market. From this, we conclude increases reduces opposition company offers (Jaakkola, Helkkula, Aarikkula-Stenroos, 2015). This study aims measure impact value through DART (dialogue, access, risk assessment, transparency) model loyalty. method used answer research questions quantitative method, where data were collected primary research; population this all commercial in Kosovo, sample was 300 randomly selected banks. Based results, referring Spearman’s rho correlation are direct proportion. According ordinary least squares (OLS) model, affects Through research, banking structures increase create process, strengthening its components such as dialogue, transparency.