A Conceptual Framework for Value Co-Creation in Service Enterprises (Case of Tourism Agencies)

摘要: Traditional companies used to design products, evaluate marketing messages, and control product distribution channels with a low level of customer contribution. Nonetheless, the advancements in communication information technologies, interaction between customers company is much higher compared past, it no longer solely controlled by companies; thus, users can now impact simultaneously playing two roles as value creators consumers. The present study develops conceptual framework for co-creation small- medium-sized tourism agencies. sample consisted 23 purposefully selected employees managers Data were extracted from semi-structured interviews analyzed open axial coding. For validity, an eight-person panel experts was asked review apply corrective comments. reliability tested using re-test method, which confirmed coding 79%. Based on findings, proposed contains eight components including inception, conception, risk, resource planning, platform, actors, process, co-created value, learning whose identified encoded.