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Nguyen, N. B. & Menezes, J. (2024). An extensive framework of customer-to-customer value co-creation practices: A study in a running event context. Services Marketing Quarterly. 45 (2), 182-224
N. B. Nguyen and J. C. Menezes, "An extensive framework of customer-to-customer value co-creation practices: A study in a running event context", in Services Marketing Quarterly, vol. 45, no. 2, pp. 182-224, 2024
@article{nguyen2024_1732199937975, author = "Nguyen, N. B. and Menezes, J.", title = "An extensive framework of customer-to-customer value co-creation practices: A study in a running event context", journal = "Services Marketing Quarterly", year = "2024", volume = "45", number = "2", doi = "10.1080/15332969.2024.2323288", pages = "182-224", url = "https://www.tandfonline.com/journals/wsmq20" }
TY - JOUR TI - An extensive framework of customer-to-customer value co-creation practices: A study in a running event context T2 - Services Marketing Quarterly VL - 45 IS - 2 AU - Nguyen, N. B. AU - Menezes, J. PY - 2024 SP - 182-224 SN - 1533-2969 DO - 10.1080/15332969.2024.2323288 UR - https://www.tandfonline.com/journals/wsmq20 AB - 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. ER -