EVALUATION OF THE EFFECT OF PERCEIVED VALUE CO-CREATION ON PERCEIVED VALUE CO-PRODUCTION IN THE PROCESS OF PARTICIPATION IN SERVICES

Abstract

It can be said that the consumer with the co-creator role fulfills many roles as a co-producer, and the next frontier of consumers’ service co-creation is service co-production. Value Co-Creation and Value Co-Production Participation in services manifests itself in two concepts that are mostly used interchangeably and confused although they refer to two different stages. However, it is thought that service co-production is a concept dependent on service co-creation and is the next process of service co-creation. Based on this idea, the aim of this study is to test the effect of co-creation on co-production. In addition, the impact of co-creation on co-production is evaluated in terms of each dimension of co creation. In this context, the study was designed as causal quantitative research in order to test the hypotheses put forward in the conceptual framework. According to the results of the research, it is seen that experiential, personal and relational value co-creation perceptions have a positive and significant effect on the value coproduction perception. Perceptions of interactional and economic value co-creation, on the other hand, do not have a statistically significant effect on the perception of value co-production.

Keywords

• Co-Creation
• Co-Production
• Services

HİZMETLERE KATILIM SÜRECİNDE ALGILANAN BİRLİKTE DEĞER YARATMA ALGISININ, BİRLİKTE DEĞER ÜRETME ALGISINA ETKİSİNİN DEĞERLENDİRİLMESİ

Öz

Ortak yaratıcı rolüne sahip olan tüketicinin ortak üretici olarak birçok rolü de yerine getirdiği ve tüketicilerin hizmetleri birlikte yaratmasının bir sonraki sınırının hizmetlerin birlikte üretilmesi olduğu söylenebilir. Hizmetlere katılım, iki aşaması da farklı olmasına rağmen çoğu zaman birbiri yerine kullanılan ve karıştırılan kavramlar olarak karşımıza çıkmaktadır. Oysa ki hizmet üretimin hizmetin birlikte yaratılmasına bağlı bir kavram olduğu ve hizmet yaratımının bir sonraki süreci olduğu düşünülmektedir. Bu düşünceden yola çıkılarak ortak yaratmanın her bir boyutunun ortak üretim üzerindeki etkisi test edilmiştir. Araştırma sonucunda; deneyimsel, ilişkisel ve kişisel ortak yaratma boyutlarının ortak üretim üzerinde anlamlı bir etkisi olduğu tespit edilmiştir.

Anahtar Kelimeler

• Ortak-Yaratma
• Ortak-Üretim
• Hizmetler
• Değer Algısı.

Kaynakça

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