The effect of co-creation on relationship quality: the role of outcome quality / Kurnia Endah Riana ... [et al.]

• Main Authors: Riana, Kurnia Endah, Halim, Edy Rizal, Suroso, Suroso, Chairy, Chairy
• Format: Article
• Language: English
• Published: Accounting Research Institute (ARI) 2022
• Subjects: Branding (Marketing); Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Consumer satisfaction
• Online Access: https://ir.uitm.edu.my/id/eprint/66248/1/66248.pdf; https://ir.uitm.edu.my/id/eprint/66248/; https://apmaj.uitm.edu.my/

Co-creation has been proposed as a novel approach to building relationship marketing. Communication, interaction, and value creation which are the main elements of co-creation are the stages for building relational marketing. Although there is substantial research on the role of co-creation in relat...