Artigo em revista científica Q2
An extensive framework of customer-to-customer value co-creation practices: A study in a running event context
Nguyen Bac Nguyen (Nguyen, N. B.); João Menezes (Menezes, J.);
Título Revista
Services Marketing Quarterly
Ano (publicação definitiva)
2024
Língua
Inglês
País
Reino Unido
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Abstract/Resumo
This study investigates customer-to-customer value co-creation practices by adopting a customer-dominant logic. Data were gathered through observations of 5 running events in Vietnam, interviews with 17 runners, and netnography. Fifty-four micro-practices at the individual-, group-, and community-level were identified, and an extensive framework differentiating four distinct practice-based circles (blurred, self-organizing, open, and integrated areas) was formed to delineate the entire phenomenon. By enriching the understanding of customer-to-customer value co-creation within the broader context of customers’ lifeworld, the study lays foundations to advance this stream of research and offers insights for providers to step into and support customer-to-customer value co-creation processes.
Agradecimentos/Acknowledgements
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Palavras-chave
Customer-to-customer co-creation,Customer-dominant logic,Practices,Value co-creation,Sports event
  • Economia e Gestão - Ciências Sociais