Value Co-Creation and Passenger Loyalty in the Context of the DART Model: The Mediating Role of Perceived Service Newness

The purpose of the study is to reveal effect value co-creation within scope DART model, which consists Dialogue, Access, Risk Assessment, and Transparency on perceived service newness loyalty. In addition, it aimed determine mediating role between passenger For this purpose, data collected by online convenience sampling method from passengers who travel airlines. subjected reliability analysis confirmatory factor in order discover variables that make up dimensions model. relationship model evaluated using partial least squares structural equation modeling (PLS-SEM) via SmartPLS 3.0 package program. findings show has an impact This found also relation contributed understanding perspective literature provides theoretical managerial contributions manage process effectively efficiently.