REVISTA DYNA MANAGEMENT

Key words:

Cadena de valor, lógica dominante de servicios, customerización, vinculación de canal, rendimiento, Value Co-creation, Service Dominant Logic, Customerization, Channel Linking, Revenue.

Article type:

ARTICULO DE INVESTIGACION / RESEARCH ARTICLE

Section:

RESEARCH ARTICLES

This article aims to contribute to understanding on how to recover value chain and firm revenues through innovative service channel linking and value co-creation. The work examines how creative industry firms integrate customers as they add digital services by assessing different methods of purchasing.
Design/methodology/approach – Quantitative analysis explores the role of the customer as participant and the mediating effect of the customer link channels in the process of co-creating value. A survey provides 4,227 valid questionnaires for a sample of respondents located in the United Kingdom. Structural equation modelling (SEM) tests the hypotheses.
Findings – The findings indicate that strategies which facilitate the dynamic interaction of customers in the link channels are more effective at generating revenue growth than traditional ‘push’ strategies based upon analysis of passive customer demand.
Originality/value – The results emphasize the importance of managing customers according to their attitudes and confirm the hypothesis that link channels have a mediating role in value co-creation.