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

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  • Cambra-Fierro, Jesús
  • Pérez, Lourdes
  • Grott, Emily

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.

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  • Cambra-Fierro, Jesús & Pérez, Lourdes & Grott, Emily, 2017. "“Towards a co-creation framework in the retail banking services industry: Do demographics influence?â€," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 219-228.
    • Handle: RePEc:eee:joreco:v:34:y:2017:i:c:p:219-228
    DOI: 10.1016/j.jretconser.2016.10.007
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    References listed on IDEAS

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    Cited by:

    1. Casper Ferm, Lars-Erik & Thaichon, Park, 2021. "Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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