The Participation of Value Co-creation in the Development of Electronic Commerce

Abstract

This paper aims to study whether and how can value co-creation work online, and what interactions customers think are highly important to continue or keep their relationship with the company. We try to discover how to create value in an online environment requiring face-to-face interaction elements and no switching costs faced by customers to establish long-term relationships with customers. There is little research on value co-creation in the online Algerian environment and how value co-creation affects the ability to establish and maintain customer relationships. This article uses mixed approach qualitative and quantitative research methods to investigate how these activities are perceived through case studies that thoroughly analyze marketing plans and company value creation activities, as well as structured interviews with 10 customers of the company plus a survey that contains 104 participants. The conclusion of this study is that the activities performed by the company “X” allowed the co-creation of value to be crated. In addition, it is concluded that the services provided by the company to contribute the following important factors trying to establish and maintain relationships with customers.

Keywords

• e-commerce
• value co-creation
• relationship marketing
• sphere model