Consumer value co-creation: in search of theoretical framework

Abstract

Purpose – The paper aims to analyze some of the challenges associated with consumer value creation, suggesting that there is a need for a broader approach in order to develop a comprehensive and at the same time applicable theoretical framework that focuses on consumer value co-creation. Design/methodology/approach–The paper examines four theoretical approaches. It compares and contrasts three theoretical models for consumer value co-creation. The first approach towards consumer value co-creation is base on personalized consumer experience and is known as DART mod el. The second approach represents an idea on value - in - use when spheres of provider and customer are overlapping each other. Finally the third approach stand for consumers’ networking and consumer-to-consumer interaction. The theoretical flow from individu al to collective involvement into consumer value creation represents our research design. Findings and Originality – The paper raises some interesting issues about current consumer value creation approaches. The paper expands the debate on consumer value creation in nowadays business environment where changes in technological environment and consumer behaviour take place.