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Effects of situational and structural factors on co-creation in retail stores
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4. KASNAKOGLU, Berna Tarı - KALENDER Yunus - DOGAN Volkan 105-126.pdf
Date
2024-6
Author
Tarı Kasnakoğlu, Berna
Kalender, Yunus
Doğan, Volkan
Metadata
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Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License
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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.
Subject Keywords
Employee-customer interaction
,
Consumer perception
,
Co-creation
,
Service relationship
,
Brand store image
,
AMOS
,
Çalışan-müşteri etkileşimi
,
Tüketici algısı
,
Ortak yaratım
,
Hizmet ilişkisi
,
Mağaza marka imajı
,
AMOS
URI
https://hdl.handle.net/11511/110153
Journal
ODTÜ Gelişme Dergisi
Collections
Department of Business Administration, Article
Citation Formats
IEEE
ACM
APA
CHICAGO
MLA
BibTeX
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.