Co-creation is a seminal concept in marketing, explained as the engagement between service provider and customer in creating value. This concept has grown into a rich and wide array of studies that have become an area of intense focus in the discipline. Nevertheless, the understanding of the...

This study aims to determine the factor underline of independent value creation at banking services. By understanding of the factors, it would be identified the way to enhance customer independent value creation activities. The study is using bank services as the study context. It involved bank...

Manuscript type: Research Article Research Aims: To further academic knowledge around the topic of value co-creation and to provide a practical strategy for Digital Bank in Indonesia on conducting better co-creation activities. Design/methodology/approach: This research relies on a qualitative...