Value co-creation and customer citizenship behavior

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 ...

Value Co-creation & Co-Innovation: Linking Networked Organisations & Customer Communities

Strategic networks such as Collaborative Networked Organisations (CNOs) and Virtual Customer Communities (VCCs) show a high potential as drivers of value co-creation and collaborative innovation in today’s Networking Era. Both look at the network structures as a source of jointly value creation and open innovation through access to new skills, knowledge, markets and technologies by sharing risk...

The Role of customer co-production in value creation

THE ROLE OF CUSTOMER ENGAGEMENT BEHAVIOR IN VALUE CO-CREATION: A SERVICE SYSTEM PERSPECTIVE Dr

Recent developments in marketing highlight the blurring of boundaries between firms and customers. The concept of customer engagement aggregates the multiple ways customer behaviors beyond transactions may influence the firm. However, the term is embryonic and academics and practitioners alike lack understanding on how customer engagement contributes to value co-creation. This paper marks the f...

Customer value creation in financial services

Customer value creation is allegedly at the centre of relationships between service recipients and service providers (such as financial service organisations in general, and commercial banks in particular). This research considers the role of customer value creation in the strategic response of banks to external changes in their growth opportunities. The analysis established that there had been...