Exploring value co-creation in services
Project leader
Jasmina Dlačić, PhD
Project team members
Bruno Grbac, PhD, prof.emerit.
Slavica Cicvarić Kostić, PhD
Kristina Črnjar, PhD
Vesna Damnjanović, PhD,
Borut Milfelner, PhD
Dina Lončarić, PhD
Maja Martinović, PhD
Aleksandra Selinšek, PhD
Veljko Dmitrović, PhD
Katherine Sredl, PhD
Martina Ferenčić, MSc
Mario Fraculj, MSc
Željka Marčinko Trkulja, MSc
Dorana Tomac, MSc
Ivana Jadrić, univ.spec.oec.
Antonio Kuzmanić, univ.spec.oec.
Ivana Primorac, univ.spec.oec.
Katarina Šebalj, MEcon
Summary
The process of co-creating value changes current market relations. In this process, the focus shifts to the value that consumers create in their interaction with the company. In this interaction, long-term relationships are created, and experiences, products and services are co-created. Value cannot be created in isolation, but rather through cooperation between companies and consumers. Therefore, the value co-creation contributes to improving the consumer experience.
Research explores the hypothesis that the process of co-creating value improves the relationship between the company and its consumers and contributes to improving business performance. The purpose of the research is to investigate the specificities of value co-creation in services and to empirically demonstrate the contribution of the value co-creation process to the company performance. The research objective is to identify the optimal way to implement the process of value co-creating in the business practise of different services and by exploring the relationships between different elements that influence the process of value co-creation.
Keywords
value co-creation, marketing, services, service-dominant logic
