What type of client do you need? The brand value co-creation in the banking sector.

ABSTRACT: Service-dominant logic established that for the success of service industries, it is vital to acknowledge the customer as an active agent in the commercial ecosystem. To carry it out, the consumer must participate in value creation. The resource integration theory exposes the importance of recognizing the customer as an agent capable of improving the company's competitive advantage. It is only necessary for the participants to perceive benefits to make their resources available and integrate them into the co-creation process. This study aims to find the key customer-based factors that influence the brand value co-creation (VCC) process in the banking sector, analyzing the dynamics in different customers across national cultures and idiosyncrasies. In this paper, we analyze the potential he

SUBMITTER: Pena-Garcia N 

PROVIDER: S-EPMC9486840 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature