An exploratory investigation of the effects of co-production and co-consumption on the characteristics and adoption of service innovations: the customer's perspective.
Description:
Customers play an active role throughout the marketing process. This dissertation concerns itself with customer's co-creation of value for self (co-production) and for other customers (co-consumption) during service production and delivery. With the servuction system as its overarching framework, this study explains how changes in the customer's perceived co-production and co-consumption, caused by a service innovation, influence her perceptions of service innovation characteristics and modify …
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Date:
August 2007
Creator:
Zolfagharian, Mohammadali
Partner:
UNT Libraries