To better cope with the future of competition, more and more firms tend to integrate customers into value co-creation process that requires customer-firm interaction. Also, mass customization can occur at various points along the value chain, ranging from the simple standardized build-to-to-order product, up to fully customized design one, which requires the coordination of the functional strat...

Higher Education Institutions (HEIs) can be described as a container that encompasses strong knowledgeable minds and experienced individuals. It is one of the service sectors comprised of a huge number of individuals who are attached for life with Higher Education Institutions and possess resources of knowledge, experience and competency. These valuable resources are considered to be sources of...

Co-creation between customers and providers has recently gained more attention by business service providers as a promising endeavour. The different perspectives of co-creation innovation, sourcing and marketing are well deployed. From a provider’s point of view, the question of how to manage business services with respect to co-creation is vitally important. However, service engineering and se...

Inbound marketing focuses on producing relevant, audience captivating, high quality content that attracts consumers towards the online presence of a specific organization, brand or product. This study has been conducted using the online marketing research technique called netnography – a qualitative and interpretive methodology for the study of users in the virtual space. As the virtual medium ...

Building on the service dominant logic, this study explores effect of online and offline channel interactivity consumers’ value co-creation behavior (VCB), mediating brand involvement, moderating cross-channel consistency (CCC). We surveyed 387 customers who engage in omnichannel shopping. The relationship between VCB was positive partially mediated by involvement. interaction (ONI) (OFI) had a...

Social media have been used by some companies to support customer co-creation in recent years. However, few academic studies have been done to investigate the use of social media for customer co-creation. To understand the current state-of-theart and future trends about the use of social media for customer co-creation, we conducted a blog mining study to analyze relevant posts on blogs. This bl...

Company social networks have become an important means for the socialized marketing of a company, forming a new challenge to companies on how to attract customers. Based on such theories as customer engagement, value co-creation, and relationship marketing, this paper presents a model of the influence of customer engagement on stickiness. Data collected from 260 valid questionnaires from Sina’s...

The advantage to conceptualize value together with the firm’s customers has been documented be one that differentiates future of any enterprise. This challenges companies engage their participate in co-creation process. In consonance service-dominant logic, human interactions play a critical role defining and concretizing an Strong ties need present for work. concept social tie strength, which ...