The concept of value co-creation and the service encounter as locus of this value co-creation gained much academic interest, notably in marketing research and service sciences. While the current research discourse mainly follows conceptual perspectives, there has been little research on the practical implications on service agents’ enabling co-creation of value in the information technology (IT...

All firms including manufacturing firms are becoming service centered, focused on the customer. Service centered firms co-create value with their customers through the dynamic configuration of their people, processes, and systems, known collectively as organizational capabilities. The core of these capabilities is knowledge, which is underpinned by information technology. This book explores the...

This study investigates the effect of co-production on customer loyalty (attitudinal and behavioral separately) and factors which may boost co-production in an Iranian bank. To investigate co-production in banking services, the proposed model of Auh et al. (2007) was applied. Given the fact that many banks try to get the status of their main customers, co-production was examined due to its pote...

The study focuses on service co-creation in the sharing economy, where platform operators mediate relationship between customers and potential providers. Service consists of information sharing, interaction, responsible behavior that undertake voluntarily or willingly to create an experience value. Based S-D logic, a theoretical model was developed tested through structural equation modeling us...

value creation as an essential concept of value-based marketing has not been studied in iran commercial banks with no native measuring scale. this study aimed at develops a native scale for measuring value creation and the measures index’s amount in iran commercial banks. accordingly as a result of theoretical and exploratory studies a comprehensive scale was developed which shows dimensions of...

Following a service orientation paradigm, value is no longer restricted to product functionalities. Value is in particular based on co-creation with customers, making use of their experiences and leading to so-called integrated solutions. The longitudinal view on relationships with customers requires networked collaboration of multiple partners with their mutual customers within the context of ...

Nowadays, many companies collect Voice of the Customer (VOC) in order to understand more about customers and the way they think about the companies or products/services. Many collection methods are being used to capture those valuable resources. This paper introduces “VOC 3.0”, a new Voice of the Customer (VOC) collection method through customer co-creation. This new method is aiming to create ...

This paper investigates how a service-dominant logic of marketing impacts on the interrelationships between value proposition, value-in-use, and customer perceived value in a dynamic supplier-buyer relationship. Value propositions have different foci which place more or less emphasis on value-in-use. A framework is presented which provides a basis for better understanding the dynamics of value ...