Konseptualisasi Value Co-Creation Dalam Konteks Customer to Customer

Abstract

<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>

Application of Co-Creation Experience in Creating Consumer Satisfaction With Health Perceptions as a Stimulating Variable (Study of Millenial Consumers on Msmes in Mataram City)

“…Cahya, et al (2020) also found that satisfaction and added value for consumers and companies resulted from implementingcocreation experience. Over time from consumer relations with companies, it is proven that consumer groups, so that there is communication between consumers (customer to customer; C2C) in implementing co-creation experiences; no longer with individual consumers (Buana et al, 2019). This is relevant to the concept of environmental experience (environment in the context of many customers who have made relationships, related to the consumption of the company's products together.…”

“…The concept most closely related to the co-creation experience is relationship marketing. The practice of cocreation experience as the company's attention to consumers, then aimed at applying it with high intensity through the consumer community when using the company's products or services together (Buana et al, 2019).…”