Using the DART (dialogue, access, risk, and transparency) model as a core framework of value co-creation (VCC), and in the context of hospitality services, this study explores the role VCC might have in customers' perceived value (PV). The study delineates two characteristics of PV - perceived...

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 aimed at examining the mediating role of brand Community membership on the effect of customer empowerment and customer engagement on marketing performance. The population of the study contained students of universities in the North Region of Jordan. A total of 1320 questionnaires were...

This study analyses the influence of client operant resources, in the form of self-efficacy, bridging social capital and customer expertise, on co-creation activities with companies and the customer resulting perceived benefits. A quantitative study, based on a sample of 362 consumers was...

Corporate social responsibility (CSR) is integral to its strategy to promote long-term success and improve the community's well-being. It involves identifying and implementing strategies and procedures designed to promote ethical practices. The concept of CSR is crucial to a banking business's...

Using co-pricing as a means for gaining deep customer insights offers much potential, ultimately expanding profitability and markets. Models of co-pricing could provide new basis for segmenting customers, based on their perceptions of value. Involvement in co-pricing decisions can also offer...

In this paper, we present the conceptual paper to adapt a new dominant logic of marketing for understanding the consumer behaviour in the globalization. To compete in the globalisation or localisation, companies need the potential marketing strategy in order to sustain their market position;...

Value co-creation has become an essential strategy in business that encourages customer involvement in creating products that meet customer demands and have superior value. Brand image and e-service quality are still important factors that influence customer decision making in purchasing...