ABSTRACT
In recent years, social, economic, political and technological changes have led to the birth of marketing-oriented paradigms that are referred to as “consumerism” and rely more on consumers. On the supply side, businesses have started to produce and design products in line with the demands and expectations of consumers. On the demand side, consumers have become more dynamic and mobile and have begun to give more importance to the subject of experience itself. Being experience-oriented leads consumers to engage in more interactive communication with both service providers and other consumers. Thus, as a conceptual study, this chapter aims to develop a model with specific reference to how the co-creation system works. The model also indicates details of the elements, e.g. inputs (interactions among consumers and between consumers and service providers, etc.), outputs (consumer satisfaction, behavioral intentions, etc.), and instruments (environment, experience, etc). In the end, the reader is provided with detailed information about the co-creation model from a holistic perspective, to be followed up in the empirical studies of the future.
