Quantifying Value Co-Creation:
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Date
2016-04-02
Authors
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Publisher
UMT.Lahore
Abstract
Service Dominant Logic of Marketing has changed the way Marketing discipline is
being understood today. Value co-creation has become central, and one of the most
researched topics among marketing scholars worldwide. Value is believed to be
realized by the customers. This study is discussing the relationship between value
realization facets and customer experience that emerges from a value co-creation
process. With assumptions of a positivist paradigm, this study is responding to the call
for quantification of value co-creation concept. This research is answering the question:
“What is the relationship between realized value facets (monetary-value, relationship value, and functional-value) and customer experience (experience value) in a B2B
context?
The chosen context of this study is systems development and implementation in
Information and Communication Technology (ICT) industry. Responses are collected
from the team members of client organizations (customers) of different ICT Vendors
while implementing services by Microsoft, Oracle, and SAP etc. Seven-point likert
scale survey instrument was used to record the responses. Sample size is comprised of
212 respondents, who completed the survey. Multivariate data analysis techniques like
exploratory factor analysis (EFA), cronbach’s alpha, and linear regressions have been
used to analyze the data.