DEVELOPING VALUE RELATIONS

A THEORETICAL PLATFORM FOR THE CO -CREATION OF VALUE IN FINANCIAL SERVICES

Abstract

The technological development has revolutionized business models focused on generating differentiated value for the customer. This movement has led to a continuous concern with co-producing and co-creating value alongside the customer, as well as analyzing the determinants of their perception of value. Thus, the objective is to develop a theoretical model capable of assisting in the expansion of existing theoretical models in order to add robustness to the conceptualization of value co-creation and how it occurs. The process of constructing this theoretical-empirical research occurred through a Systematic Literature Review proposing that value co-creation is influenced by the integration of resources and mutual engagement, user emotion and innovation, the effect of accessibility and integrative communication, all arranged within the interactive platform of resource capabilities indicating that co-creation leads to valuable impacts of experienced outcomes. This study aims to contribute theoretically to the proposal of integrating and expanding existing value co-creation models, while also providing conceptual consistency to the theory of value co-creation and marketing management in this realm.