Beykoz Üniversitesi

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Cep Telefonu Markalarının Müşterileri İle Birlikte Değer Yaratma Heveslilikleri: İstanbul'daki Tüketicilerin Algıları Üzerine Bir Araştırma
(2015) Aydınocak, Ezgı Uzel
With the emergence of service dominant logic in the services marketing literature, it is recognized that value creation is not only a one-sided responsibility of the firm toward the customer, but it is actually a process created mutually with the customer. The efforts of firms have increased in recent years in creating value with the customer, however there is still a lack of research regarding value co-creation. For example, there is still a few scale for measuring value co-creation in the literature. DART scale is one of the scales that is developed for measuring the readiness of firms for value co-creation, and designed with four dimensions which are dialog, access, risk assessment and transparency. This study aims to apply the DART scale on mobile phone users who live in the city of Istanbul in order to measure the perceptions of them toward the readiness of cell phone brands for value co-creation. The results of the study show that all dimensions are classified under the same factors as the original scale, and the scale has a high rate of reliability.