Günümüzde tüketiciler kendi istek ve beklentileri doğrultusunda deneyimler yaşayabilmek için mal hizmet sağlayıcıları ile işbirliği yaparak birlikte değer yaratmak istemektedir. Teknolojideki ilerlemeler her geçen gün daha akıllı olan destinasyonlar, turistlerin yaratımına katkıda bulunmaktadır. Bu çalışmada, son yıllarda destinasyon pazarlamasında önem kazanan şehir kavramının yaratımı sürecin...

Gamification, commonly defined as the use of game elements in non-game contexts, is a relatively novel term, yet it has been gaining popularity across wide range academic and industrial disciplines. In marketing field, companies are increasingly gamifying their mobile apps online platforms to enrich customers’ digital experiences. Whilst there number systematic studies examining influence gamif...

Increasingly, environmental sustainability has become an important consideration for customer value co-creation, which is collaboration between a firm-provider and its customers to jointly create value. Our research question therefore “how does co-creation (CVC) enhance sustainability?” We argue that attention CVC globally would significantly in emerging markets. The findings of the study revea...

The current study aims to develop a conceptual model for the measurement of value co-creation in line with S-D logic assumptions, in an effort to fill two gaps in literature, emerged from a brief review about the controversial issue of customer value co-creation operationalization. The first lack is connected to the inadequate classification of the construct, especially regarding the identifica...

Purpose – In b-to-b relationships, value co-creation requires inter-organizational collaboration and combining of resources. The purpose of this paper is to increase knowledge about value co-creation in b-to-b relationships by investigating factors facilitating collaboration and the realization of mutual value in b-to-b relationships. Methodology/approach – The research methodology used in this...