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Regular version of the site

Book chapter

Co-creation in the experience industry: an impact on customer satisfaction and loyalty

P. 133-141.
Korelina A.

This paper proposes a plan of an empirical study of the co-creation experience and its impact on customer satisfaction and loyalty in the experience industry in the emerging market. The research will investigate new ways to involve a consumer directly in the value chain development, as well as different tools to improve customer satisfaction and loyalty. This study is important because the existing models and concepts in marketing, in particular the concept of co-creation, can be tested in the emerging markets in order to push the boundaries of the existing theory.