|
Providing a dynamic model to explain the value of customer participation in co-creating the value of the banking industry
|
Mohammad Reza Abadpour Farshbaf1   , Yagoub Alavi matin 2, Morteza Mahmoodzadeh3 , Alireza Bafandeh Zendeh4 |
1- Ph.D. student of commerce, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2- Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran , alavimatin@iaut.ac.ir
3- Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
4- Associate Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran |
|
|
Abstract: (1059 Views) |
Creating shared value with customers through the integration of customer and organization resources is one of the requirements of the new marketing paradigm and has been accepted as an efficient strategy for interacting with customers. In other words, the active participation of the customer in the organization's value-creating activities is one of the most central principles of this emerging perspective. Therefore, the current research seeks to provide a model to explain the value of customer participation and its consequences in the co-creation of organization and customer value in the banking industry. This can cover the research gaps in this field and help to develop the frontiers of knowledge in the field of dominant logic of services as well as co-creation of value in the banking industry. Considering the complexity of relationships between the factors affecting the system, in this research, by combining the methods of focus group, Dimtel and systems dynamics, key factors have been identified and the relationships between them have been explained in the system's causal loops. The research methodology is mixed. In this way, it is exploratory in the qualitative phase and practical in the quantitative phase. The results of the research showed that investment is a leverage factor and has a direct effect on the customer's intention to use and the four values of customer participation by stimulating the factors affecting customer satisfaction and attitude, and customer trust indirectly through the effect on the customer's attitude on the intention to use. And customer buying behavior is effective. Also, customer involvement in service delivery is a new addition to the mainstream perspective in the literature on customer satisfaction and the service industry.
|
Article number: 18 |
| Keywords: customer participation, value of customer participation, co-creation of value, word of mouth, banking industry, system dynamics |
|
|
Full-Text [PDF 964 kb]
(466 Downloads)
|
Article type: Research |
Subject:
Special
Received: 2023/10/4 | Accepted: 2023/12/18 | Published: 2023/12/31
|
|
|
|
|
|
|
| Send email to the article author |
|
|
|
| Add your comments about this article |
|
|
|
