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

Date

2024-6

Author

Tarı Kasnakoğlu, Berna
Kalender, Yunus
Doğan, Volkan

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This work is licensed under a 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

Collections

Department of Business Administration, Article