Customer co-creation in service innovation: a matter of communication?
نویسندگان
چکیده
منابع مشابه
The Influence of Customer Value Co-Creation Behavior on SME Brand Equity: An Empirical Analysis
Competition in the service industry is intense. To deliver value-added services, more companies are focusing on consumers as a powerful means of establishing firm performance through dialog, participation, and engagement. However, scant research has been conducted to examine whether customer value co-creation can boost brand equity, particularly among SMEs. To address these shortcomings in the ...
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Today value creation for customer is done by interaction with and by customer which this interaction leads to value co-creation.Value co-creation is new concept to marketing and business. This concept implies to customers’ engagement in design and improvement of goods leading to innovation and learning in organizations. This paper surveys influence of tendency to value co-creation on orga...
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a r t i c l e i n f o Purpose: This study aims to investigate how customer co-creation affects the performance of service innovation through the operant resources. Design/methodology/approach: This study uses survey methodology to examine a research model with six hypotheses. Data from 149 high-tech firms are analyzed using structural equation modeling. Findings: The dialogic co-creation affect...
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