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Understanding Antecedents and Outcomes of Co-Creation in Service Innovation Setting
This dissertation uses service-dominant logic to understand customer value creation in service innovation context. Although co-creation became an interesting phenomenon among marketing scholars, the underlying mechanisms of co-creation process are still vague. To fill the gaps in the literature, we draw from S-D logic to understand antecedents and outcome of co-creation to service innovation context. The results of this study show that most of the hypotheses are supported, thus finding support for the overall model of value co-creation.
Date:
May 2017
Creator:
Rokonuzzaman, Md
System:
The UNT Digital Library