Role of Co-creation in Consumer Assessments of Quality and Value in Service Dominated Economies and the Implications to Satisfaction and Outcome Behaviors

The advancement of a service-dominant logic with the marketing literature, and its focus on co-creation brings into question the continued relevance of existing measures of service quality and value. The three essays presented here begin to reexamine the existing measures found in the literature and proposes new conceptualizations and measures for service quality and value that are theoretically consistent with the co-creation proposed within the service-logic. An empirical test of the newly proposed measures is also provided to determine the role of co-creation in predicting customer satisfaction and key behavioral outcomes.