The participation of value co-creation in the development of electronic commerce: case study BARBAROS E-COMMERCE AND SHOPPING

Abstract

This thesis aims to study whether and how value co-creation works online, and what interactions customers think are important to continue their relationship with the company. The question of the thesis is how to create value in an online environment with no 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 environment and how value co-creation affects the ability to establish and maintain customer relationships. This thesis 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, holds 104 participants. The conclusion of this thesis is that the activities performed by Barbaros e-commerce and shopping allow for the co-creation of value. In addition, it is concluded that the services provided by the company contribute to the following important factors trying to establish and maintain relationships with customers.