Value co-creation (VCC) requires firms to shift their operations from firm-centric, closed systems to more collaborative environments dedicated to the creation of reciprocal value for their network of value partners and consumer communities. This article presents the development of the DART scale that measures dimensions of Dialogue, Access, Risk assessment, and Transparency in customer interactions within the service experience environment. Evaluating the four dimensions allows firms to assess their institutional readiness for strategic value co-creation and encourages firms to reflect upon their use of structures and policies that support a climate conducive to strategic value co-creation.
CITATION STYLE
Albinsson, P. A., Perera, B. Y., & Sautter, P. T. (2016). DART scale development: Diagnosing a firms readiness for strategic value co-creation. Journal of Marketing Theory and Practice, 24(1), 42–58. https://doi.org/10.1080/10696679.2016.1089763
Mendeley helps you to discover research relevant for your work.