<p><em>This research is conceptual thinking according to the approach from a customer-dominant logic (C-D) perspective, this study aims to expand the discussion of value co-creation by providing conceptual insights into value co-creation within the customer's social environment. In the social context in which customers consume together or collectively, research will raise the concept of how to provide recommendations on how services can facilitate value co-creation in a customer-to-customer (C2C) context. Current thinking about value in C-D according to the service management perspective on C2C interactions and social science concepts in consumers, requires a framework that can be proposed for C2C value co-creation as a dynamic, gradual process. Values appear in four different social layers: "classified customers", "social bubbles","temporary communities" and “neo communities”. Later, this research requires further validation using qualitative field-based methods such as participant observation and interviews. Furthermore, this research can contribute by introducing the perspective of value co-creation in C2C, by conceptualizing the social layer in which values will be formed and giving specific propositions to decision makers and managers who are related to the service industry.</em></p><p><em>Keywords: Customer-dominant logic; Customer-to-customer; Shared consumption; Value co-creat</em></p>

The attitudes and behaviors of employees who provide frontline service and address the extent to which relationships vary among male and female employees. The overall model predicts effects of role stress and work or no work conflict on customer-contact employees’ job performance, job, and life satisfaction, and quitting intent. Results of structural equations modeling suggest an important role for work/no work conflict overall as well as two areas of interesting variation across gender. Specifically, multisampling structural equations analyses suggest that role stress affects female service provider’s job performance more negatively than it does males’, and that job satisfaction is related more highly to quitting intent among males. Overall, results suggest interesting similarities and differences across gender.

The shift in shopping methods from physical (offline) stores to virtual (online) stores has crystallized even more. Gradually the shift allows consumers to feel easy and comfortable in respect to buying products by online methods. This earliness paradigm shift becomes interesting if it becomes a topic of the research regarding the possibility of its sustainability in the triple bottom line. The clarity of the consumer's perspective on brand sustainability in terms of the main three pillars is being tested to clarify the roots of the paradigm by becoming a hypothesis in this research. The hypothesis was tested using Structural Equation Modeling on the answers of 278 respondents to identify the significant path. The findings are quite surprising so that entrepreneurs require to put forward the sustainability side of their brand. Future research should be aimed at adding more detailed factors related to the need for the process of achieving sustainability.