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نتیجه جستجو - Co-creation

تعداد مقالات یافته شده: 51
ردیف عنوان نوع
21 چگونه مشتریان شما در فرایند خلق مشترک ارزش برند با ارزش می شوند؟ توسعه یک مقیاس ارزش خلق مشترک مشتری ( CCCV)
سال انتشار: 2018 - تعداد صفحات فایل pdf انگلیسی: 11 - تعداد صفحات فایل doc فارسی: 38
با توجه به افزایش روز افزون تحقیقات در زمینه خلق مشترک ارزش ، به طور کلی تحقیق در زمینه خلق مشترک ارزش برند هنوز هم محدود باقی مانده است. به طور خاص میزان مشارکت مصرف کنندگان در فرآیند خلق مشترک ارزش برند روشن نیست. این تحقیق مجموعه ای شامل هشت پژوهش را در زمینه مقیاس اندازه گیری ارزش خلق مشترک مشتری (CCCV ) توسعه می دهد و به شرکت ها در ارزیابی ارزش مشتریان در فرآیند خلق مشترک ارزش برند کمک می کند. یافته ها نشان می دهد که ارزش خلق مشترک مشتری (CCCV ) یک ساختار چند بعدی است و شامل دو عامل مرتبه بالا و هفت بعد دیگر شامل : منابع تحت مالکیت مشتری ( شامل دانش در زمینه برند ، مهارت ها در زمینه برند ، خلاقیت در برند و وابستگی به برند) و انگیزه مشتری ( علاقه داشتن به برند ، اعتماد به برند و تعهد به برند) است. علاوه بر این ، مقیاس ارزش خلق مشترک مشتری (CCCV ) اعتماد و اطمینان مشتریان نسبت به برند را نیز مورد ارزیابی قرار می دهد. چارچوب ارزش خلق مشترک مشتری (CCCV ) به مدیران بازاریابی کمک می کند تا درک کنند که چگونه مشتریان می توانند در ایجاد ارزش برند شرکت مشارکت داشته باشند و میزان مشارکت مشتریان در فرآیند خلق مشترک یک برند چقدر است.
کلمات کلیدی: ارزش برند | خلق مشترک | توسعه مقیاس | CCCV | معادله ساختاری حداقل مربعات جزئی | مدلسازی (PLS-SEM)
مقاله ترجمه شده
22 Customer-to-customer co-creation practices in tourism: Lessons from Customer-Dominant logic
روشهای هم خلقی مشتری با مشتری در گردشگری: درسهایی از منطق مشتری - غالب-2018
This study aims to explore specific customer-to-customer (C2C) co-creation practices and related value outcomes in tourism. The importance of C2C co-creation is first discussed in the context of the Service-Dominant logic, then a new approach to the study of tourists social practices and related value-outcomes is proposed, drawing on the recently emerged Customer-Dominant logic in marketing. A pragmatic philosophy is adopted to best address the research questions in a purposively selected sample of five UK-based festivals. Qualitative interview- and observation-based methods are adopted to identify 18 C2C co-creation practices, placing these on a continuum of autotelicinstrumental and private-public practices. Four value-outcome categories are discussed: affective, social, functional and network value. The conclusions highlight the importance of value formed when tourists cocreate with each other in tourism settings and the authors identify specific opportunities for facilitating this process. Possible applications for future research are discussed, highlighting the merits of pragmatism.
keywords: Co-creation |Value |Customer-Dominant logic |Customer-to-customer |Social practices |Pragmatism |Festivals
مقاله انگلیسی
23 Co-created value: Multidimensional scale and nomological network
ارزش هم خلقی شده: مقیاس چند بعدی و شبکه تنها سخن گویی-2018
Although, increasing interest is given to value co-creation in service industries, including tourism and hospitality, there is a lack of a valid and reliable instrument that measures value from the co-created perspective. Study addresses a research gap by developing conceptually grounded and psychometrically sound scale of co-created value. Derived from service-dominant logic and theory of value, co-created value is conceptualized as a personal appraisal of the meaningfulness of a service based on what is contributed and what is realized through collaboration. The scale development and validation followed multi-step multi-stage methodology and verified the measure in different tourism and hospitality contexts. The analyses resulted in 25-item 5-dimension original scale representing: meaningfulness, contribution, collaboration, recognition and emotional response. The co-created value scale was tested for concurrent validity using consumer loyalty as a part of the nomological network, with antecedents operationalized as openness and authenticity and consequences as well-being, competitive advantage, commitment, and trust.
keywords: Co-created value |Scale development |Service-dominant logic |Well being |Service advantage |Trust
مقاله انگلیسی
24 معیار ارزیابی خدمات برای خلق مشترک یک اکوسیستم خدماتی
سال انتشار: 2018 - تعداد صفحات فایل pdf انگلیسی: 3 - تعداد صفحات فایل doc فارسی: 7
فعالیت های خدماتی مبتنی بر زندگی انسان هستند و باید به عنوان سیستم پیچیده ای شامل تعاملات متقابل نقش آفرینان مختلف مورد توجه قرار گیرد. ارزش خدمات باید بر مبنای دیدگاه های مختلف از قبیل رضایت مشتری، رضایت کارکنان، سودآوری یا دیدگاه های ارزش اجتماعی ارزیابی شود. ما روش معیار ارزیابی خدماتی بر اساس مهندسی خدمات را ارائه می دهیم که بر مبنای آن ارائه دهندگان خدمات می توانند نقاط قوت و ضعف خود را از طریق مقایسه درون صنعتی و فرا صنعت یاد بگیرند. این مقاله در مورد چگونگی پشتیبانی از ارائه دهندگان خدمات برای تطبیق مجدد سیستم های خدمات پایدار با داده های واقعی، ارائه شده است.
کليدواژگان: مهندسي خدمات | معيار ارزيابي خدمات | ارزش
مقاله ترجمه شده
25 Co-creation of value and the project context: Towards application on the case of Hinkley Point C Nuclear Power Station
هم خلقی ارزش و زمینه پروژه: به سوی کاربرد در مورد ایستگاه توانی هسته ای نقطه C هینکلی-2018
The research analyses decisions as evaluative outcomes regarding project value. The UK-French Hinkley Point C Nuclear Power Station provides the case study. Value is traditionally assessed as inputs and outputs. Here, value is conceptualized as a co-created value proposition at the front-end with implications for realization post-completion. Service-dominant logic (SDL) provides the theoretical lens and contributes to a methodological approach for examining projects. Decision-making outcomes provide the evidence from a range of data sources, including reports and commentaries. The methods are interpretative. The findings show that decision-making extends beyond the time-cost-quality/scope dimensions. The long-term issues regarding value realized are often overlooked. Stakeholders and individual actors have mainly focused upon managing political and financial risks, especially time and cost. The research poses challenges to project management analysis, SDL and research design in assessing evidence. Addressing these issues facilitates a knowledge contribution to SDL theorization and the field of project management.
keywords: Co-creation of value |Co-destruction of value |Decision-making |Interactions |Project front-end |Service-dominant logic
مقاله انگلیسی
26 Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation
تأثیر تعامل مشتری با شبکه های اجتماعی شرکتی بر چسبندگی: اثر متقابل ایجاد ارزش مشتری-2017
Company social networks have become an important means for the socialized marketing of a company, forming a new challenge to companies on how to attract customers. Based on such theories as customer engagement,valueco-creation,andrelationshipmarketing,thispaperpresentsamodeloftheinfluenceof customer engagement on stickiness. Data collected from 260 valid questionnaires from Sina’s enterprise microblog users were analyzed by structural equation modeling. Empirical results show that customer engagement has a direct and positive influence on customer stickiness as well as an indirect influence throughcustomervaluecreation.Thisstudyenrichespreviousresearchesonexistingtheoriesofcustomer engagement, value co-creation, and stickiness, and gives practical guidance for companies to encourage customer engagement and enhance the stickiness of company social networks.
Keywords: Company social networks (CSNs) | Customer engagement | Customer value creation | Stickiness | Word of mouth (WOM)
مقاله انگلیسی
27 The tourism experience-led length of stay hypothesis
گردشگری تجربه منجر طول فرضیه اقامت-2017
Even given the continuing interest of both academia and industry to understand what accounts for the length of stay (LOS) of tourists, explanatory variables have mostly been limited to socio-demographic and trip characteristics overlooking the influence of the holiday experience despite it being a major reason why tourism is embarked on. Departing from previous studies, this study proposed and tested an experience-led length of stay hypothesis employing a zero truncated negative binomial regression model. It was revealed that tourism experience significantly explains the variations in tourists’ LOS with self development, recreational engage ments, hospitality, weather and sanitation identified as specific determinants. The findings also provide support for age, nationality, travel party size, budget, number of international trips, and risk taking behaviour as significant determinants of LOS. With these observations in mind, the study offers practical insights for sustaining tourists’ length of stay as well as propositions for future research on the tourism experience-led length of stay hypothesis. Management implications: Provision of positive memorable experiences in the domains of self development, recreation, hospitality, weather and aesthetics is one way to ensure that tourists stay longer. Specifically, need exits for destination management organisations and service providers to step up efforts in maintaining sanitation at the destination, especially at attraction sites and tourism-related premises. They can do this by ensuring regular cleaning, providing well-designated trash cans and disposing of sewage properly. In addition, a diverse of novel activities should be made available to tourists to sustain their interest and prolong their stay. Activity engagements that allow for skill acquisition such as volunteerism, cultural immersion (i.e. food bazaars) and co-creation of services are recommended.
Keywords: Backpackers | Ghana | Negative binomial | Length of stay | Tourism experience
مقاله انگلیسی
28 Archaeological tourism: A creative approach
گردشگری باستان شناسی: یک رویکرد خلاق-2017
This theoretical paper conceptualises the role of tourism providers in facilitating creative tourism experiences by focusing on their ingenious enterprise, which we argue can help capture the tourism potential of intangible archaeological heritage. Intangible archaeolog ical heritage can be understood as knowledge emanating from actors’ own interpretation of archaeological sites that have either become physically inaccessible or been destroyed since initial exploration. Archaeological heritage is often equated with tangibility, which results in an omission of experiences that intangible archaeological heritage can offer. By proposing a rethinking of the archaeological tourism framework, we argue that the touris tic value of both tangible and intangible archaeological heritage is better realised and can be further utilised to study the easily overlooked aspect of providers’ ingenuity.
Keywords: Archaeological heritage | Creative tourism | Co-creation | Cultural heritage
مقاله انگلیسی
29 Research trajectories of Service-Dominant Logic: Emergent themes of a unifying paradigm in business and management
مدار تحقیقات و خدمات، غالب منطق: تم اورژانسی یک الگوی وحدت بخش در کسب و کار و مدیریت-2017
We describe the research trajectories associated with S-D Logic and the scholarly activity it encompasses across a breadth of disciplines by conducting a bibliometric analysis of a body of literature citing two fundamental S-D Logic publications between 2004–2014. The bibliometric analysis reveals four pertinent research trajectories: Value co-creation, Resources (incl. integration), Brands, and Innovation. These empirical findings are supported by qualitative insights and projections obtained from structured interviews with S-D Logic scholars using the Del phi method, which identifies ten research trajectories: Actors, Context, Innovation, Institutions, Markets, Re sources, Service, Systems, Value co-creation, and Value propositions. The main tenets, relevant literature, and syntheses of research questions for the aforementioned research trajectories are provided. Results indicate that the scientific community is evaluating fundamental ontological and epistemological questions of S-D Logic. Emergent themes (complex and fractal phenomena, generic conceptualizations, technological innovation and democratization processes, and institutionalization practices) are discussed. The results provide insight into the development of paradigms in the managerial sciences. The delineation of the paradigms thematic bound aries, its emergent themes, and identification of central research trajectories informs an advanced understanding of the nature of economic exchange and value creation for both practitioners and the managerial sciences, thus aiding the transdisciplinary production of knowledge.
Keywords: S-D logic | Delphi | Value co-creation | Resources | Innovation | Systems | Institutions | Symbols | Practices | Processes
مقاله انگلیسی
30 Branding co-creation with members of online brand communities
ایجاد ارتباط با اعضای جوامع برند آنلاین-2017
This article looks at the co-creation of value in the branding process with members of online communities. Three online communities in Iran are analyzed through 45 interviews with members along with three interviews with top managers of the three brands of these communities. A content analysis shows a clear process in that the social interactions of customers in online brand communities with their favorite brands help develop relationship quality and increase customer brand loyalty. The findings suggest that firms may develop their branding strategies using social media and online brand communities through relationship marketing by using an online co-creation strategy. The findings also serve to inform practitioners of the impact of social media on branding and how they can best facilitate these brand relationships.
Keywords: Branding co-creation | Social media | Relationship marketing | Trust | Commitment | Loyalty
مقاله انگلیسی
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