Role of value co-creation concept in e-services

Abstract

E-services are electronic ways of representing services over electronic networks such as internet. These days marketing have more attention in an electronic concepts and try to represent their services through the electronic ways. On the other hand Co - creation of value is a value creation by both customer and provider which used in marketing and without any focuses and attentions to the customer perceptions, marketing will be failed in a short period of time. The aim of this study is to identify the role, importance and applicability of value co-creation concept in e-services. The method which used in this study is assessing the documents related to this area and the technique which applied in this way is content analysis. In conclusion considering the features of value co-creation and using its concepts in e-services cause improvement of e-services and setback to its fail.