CO-CREATING AND MANAGING VALUE IN SERVICE DOMINANT SECTOR
HİZMET YOĞUN SEKTÖRDE BİRLİKTE DEĞER YARATIMI VE YÖNETİMİ

Author : Akif EMİROĞLU
Number of pages : 529-545

Abstract

The focus of service-dominant (service dominant = S-D) logic is that the customer becomes a common value creator. This emphasizes the development of customer - supplier relationships through interaction and dialogue. However, researches to date shows that customers have relatively little knowledge of how they come together in creating value. In this study, to investigate the nature of value creation in the context of intense logic of service; it is aimed to develop a conceptual framework for understanding and managing value creation. This process-oriented framework provides a structure that takes into account the fundamental propositions of service-dominant logic for customer engagement and places the customer at the same level with the company as value partners. The transformation of different concepts from services research, customer values and relationship marketing into a new process-oriented framework for co-creation brings new perspectives to the management of the value creation process.

Keywords

Co-Creation, Co-Production, Service-Dominant Logic, Value

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