The Impact of Value Co-Creation on Customer Engagement, Loyalty, and Innovation in Marketing.

Abstract

This dissertation examines the impact of value co-creation on customer engagement, customer loyalty, and innovation in the context of modern marketing. The study also investigates the moderating role of digital platforms in the relationship between value co-creation and customer engagement. The research is based on the theoretical foundations of Service-Dominant Logic and contemporary relationship marketing approaches, which emphasize the active role of customers in value creation processes. The findings revealed that Value Co-Creation has a significant positive effect on Customer Engagement, Customer Loyalty, and Innovation. These findings confirm the importance of collaborative and interactive marketing practices in improving customer relationships and supporting innovation