Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5111242 | Journal of Retailing and Consumer Services | 2017 | 10 Pages |
Abstract
This paper contributes to the understanding of co-creation from a customer viewpoint. Firms should strive to foster co-creation initiatives as this can lead to increased levels of customer satisfaction, more loyal customers and the possibility of attracting new customers through positive WOM by current customers. Customers databases must be segmented for higher levels of marketing campaigns efficiency.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Jesús Cambra-Fierro, Lourdes Pérez, Emily Grott,