Value co-creation in consumer-to-consumer context: Case Restaurant Day

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en Ketola, Katariina 2016-08-16T11:35:48Z 2016-08-16T11:35:48Z 2014
dc.description.abstract Purpose of the study The purpose of this research is to investigate value co-creation process in consumer to consumer context. Value co-creation is a raising trend in consumer culture theories, but it is lacking in empirical studies. However it has gained a lot of attention in service marketing field. This study combines studies of service marketing and consumer behavior. The research objective is to understand what kind of values does consumers create and how these values are co-created. Methodology Restaurant Day, a one-day food carnival, is the case study context for this research. Restaurant Day is a unique and innovate event, where consumers create experiences through food to other consumers. The methodology consists of an ethnographic research including 14 formal and 12 informal interviews, self-participation and observation in Restaurant Day. Findings The findings reveal that value co-creation in consumer-to-consumer context is somewhat similar process than value co-creation in traditional producer-consumer context. However the value co-creation is visible already in the preparation stage, before the actual interaction in encounters. Interaction between consumers is the key to the value co-creation. en
dc.format.extent 84
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Value co-creation in consumer-to-consumer context: Case Restaurant Day en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.contributor.department Department of Marketing en
dc.subject.keyword Value Co-Creation
dc.subject.keyword Restaurant Day
dc.subject.keyword Consumer Behavior
dc.subject.keyword Consumer Culture
dc.subject.keyword C2C
dc.identifier.urn URN:NBN:fi:aalto-201609083553
dc.type.dcmitype text en
dc.programme.major Markkinointi fi
dc.programme.major Marketing en
dc.type.ontasot Pro gradu tutkielma fi
dc.type.ontasot Master's thesis en
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon consumer behaviour
dc.subject.helecon ravintolat
dc.subject.helecon restaurants
dc.subject.helecon palvelut
dc.subject.helecon service
dc.subject.helecon arvoketju
dc.subject.helecon value chain
dc.ethesisid 14517 2014-05-23
dc.location P1 I

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