Department of Marketing

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https://escholar.umt.edu.pk/handle/123456789/1163

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Browsing Department of Marketing by Subject "Services of travel agents"

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    Value co-creation: impact of operand and operant resources on actor experience
    (University of Management and Technology Lahore, 2016) Amna Tariq
    The concept of service dominant logic has been changed the way in which marketing is understood. Value creation has now transformed and has evolved by shifting its focus towards the customers at their free will by means of different platforms. The study aimed towards looking at what extend does customer resource integration (which can be stated as either operant or operand resources) impacts the customer experiences in a B2C context. However, there are limited service researches which are conducted quantitatively. Consequently, this research will be looking at the travel packages given by travel agents to customers and how the operant resources (co-creation operator and co-creation firm) and operand resources (co-creation space and co-creation tools) impacts customer experiences. The study took data from 215 respondents who had used the services of travel agents and factor analysis was performed to see the validity of operant and operand resources with customer experience and later on reliability was checked to see the consistency of data. Through face analysis score, summated scale was used in multiple regressions. The results indicated that the relative importance of operand resources on customer experience is more than operant resources. The literature explained that both operant and operand resources have an impact on customer experience but in this research operand resources still has more importance on customer experiences and cannot be left behind.