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...

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...

More and more firms shift their focus from offering standalone products or services towards hybrid value creation. While previous research clearly states four value creating attributes, their role and impact in different types of hybrid offerings is so far unclear. To close this gap, this paper investigates 52 successful offerings of hybrid value creation and provides an organizational perspect...

A more robust, inclusive model of value creation will sharpen dominant normative theories Corporate Social Responsibility (CSR) such as stakeholder theory and the communicative/deliberative democracy. When measuring creation, CSR oscillate between traditional, exchange-based approaches utilizing narrow financial metrics value-oriented embedded in prominent theories. The two are often conflict. ...