دانلود مقاله ISI انگلیسی شماره 85350
عنوان انگلیسی
“Towards a co-creation framework in the retail banking services industry: Do demographics influence?”
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
85350 2017 10 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Retailing and Consumer Services, Volume 34, January 2017, Pages 219-228

پیش نمایش مقاله
پیش نمایش مقاله

چکیده انگلیسی

This paper contributes to the understanding of co-creation from a customer viewpoint. Firms should strive to foster co-creation initiatives as this can lead to increased levels of customer satisfaction, more loyal customers and the possibility of attracting new customers through positive WOM by current customers. Customers databases must be segmented for higher levels of marketing campaigns efficiency.