Effects of situational and structural factors on co-creation in retail stores

2024-6
Tarı Kasnakoğlu, Berna
Kalender, Yunus
Doğan, Volkan
This paper focuses on the dialogical components of a service relationship and their effects on co-creation. We attempt to investigate the effects of one situational variable (partner’s perceptions of the other partner’s resources) and one non-situational variable (store brand perceptions) on co-creative behavior. To test the proposed model, dyadic survey data of 364 pairs was collected in retail stores where one customer and one salesperson interacted in a sales exchange. Data were analyzed using the structural equation modeling technique. Results support that store brand perceptions, directly and indirectly, increase co-creation through the perceptions of the partners’ resources.
Citation Formats
B. Tarı Kasnakoğlu, Y. Kalender, and V. Doğan, “Effects of situational and structural factors on co-creation in retail stores,” ODTÜ Gelişme Dergisi, vol. 51, no. 1, pp. 105–126, 2024, Accessed: 00, 2024. [Online]. Available: https://hdl.handle.net/11511/110153.