“Towards a co-creation framework in the retail banking services industry: Do demographics influence?â€

Jesús Cambra-Fierro, Pérez, Lourdes and Emily Grott

Journal of Retailing and Consumer Services, 2017, vol. 34, issue C, 219-228

Abstract: Although many firms profess to adopt a customer-centric approach many are yet to embrace the notion that value is not solely created within the boundaries of the firm, that it is created co-jointly with outside parties. As such, value co-creation has increasing importance in modern marketing, impulsed by Service-Dominant Logic. While co-creation is a hot-topic in the marketing literature, services marketing literature recognizes the impact of demographic characteristics in consumer behavior. However, literature analysing the effects of demographics in co-creations models is very scarce.

Keywords: Co-creation; Service-Dominant Logic (SDL); Customer satisfaction; Loyalty; WOM; Gender; Age (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:34:y:2017:i:c:p:219-228

DOI: 10.1016/j.jretconser.2016.10.007

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