@article{article_1505457, title={Effects of situational and structural factors on co-creation in retail stores}, journal={ODTÜ Gelişme Dergisi}, volume={51}, pages={105–126}, year={2024}, author={Tarı Kasnakoğlu, Berna and Kalender, Yunus and Dogan, Volkan}, keywords={Employee-customer interaction, consumer perception, co-creation, service relationship, brand store image, AMOS}, 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}, number={1}, publisher={Orta Doğu Teknik Üniversitesi}