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.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc984258 |
| Date | 05 1900 |
| Creators | Rokonuzzaman, Md |
| Contributors | Paswan, Audhesh, Sager, Jeffrey Kenneth, Pavur, Robert J. |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | vii, 92 pages, Text |
| Rights | Public, Rokonuzzaman, Md, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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