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The Phenomenon of Value Co-Creation and Its Place in Air Transport
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Author(s): Fatma Selin Sak (Giresun University, Turkey), Özlem Atalık (Eskişehir Technical University, Turkey)and Evrim Genç Kumtepe (Anadolu University, Turkey)
Copyright: 2022
Pages: 19
Source title:
Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality
Source Author(s)/Editor(s): Nuno Gustavo (Estoril Higher Institute for Tourism and Hotel Studies, Portugal), João Pronto (Estoril Higher Institute for Tourism and Hotel Studies, Portugal), Luísa Carvalho (Polytechnic Institute of Setúbal, Portugal & and CEFAGE, University of Évora, Portugal)and Miguel Belo (Lisbon University, Portugal & Portuguese National Funding Agency for Science, Research, and Technology, Portugal)
DOI: 10.4018/978-1-7998-8306-7.ch008
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Abstract
It is known that businesses are looking for different ways to reach customers, both technologically and through employees, in order to protect their existing customers as well as to gain new customers. However, today, due to the personable approaches of services, there is a need to create a bond between the business and the customer. In this context, value is an original understanding that people have, and businesses aim to create value together by reaching more customers through personalized services. Thus, the importance of studies aimed at understanding this phenomenon based on multilateral profit relationship is increasing day by day. In the current study, the approach of creating value together is discussed, and the understanding of the creation of value together in air transportation operating in the service sector is examined.
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