Effects of situational and structural factors on co-creation in retail stores

Year 2024, Volume: 51 Issue: 1, 105 - 126, 28.06.2024

Berna Tarı Kasnakoğlu , Yunus Kalender , Volkan Dogan

Abstract

This paper focuses on the dialogical components of a service relationship and their effects on co-creation. We attempt to investigate the effects of one situational variable (partner’s perceptions of the other partner’s resources) and one non-situational variable (store brand perceptions) on co-creative behavior. To test the proposed model, dyadic survey data of 364 pairs was collected in retail stores where one customer and one salesperson interacted in a sales exchange. Data were analyzed using the structural equation modeling technique. Results support that store brand perceptions, directly and indirectly, increase co-creation through the perceptions of the partners’ resources

Keywords

Employee-customer interaction, consumer perception, co-creation, service relationship, brand store image, AMOS

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