Nowadays value co-creation is a focal topic in marketing literature but empirical researches that deepen the involvement of the parts in the value creation process are still scant. The work aims to investigate both the role of supplier and consumer in the value creation process in a specific business sphere that today is very critical in Italy: drugs distribution. Using both qualitative and quantitative research we applied the DART model of value co-creation. We argue that health corner are modern and appealing drugs’ distribution pattern nearer to consumer respect to traditional pharmacies. Due to the use of space, light, music, information and professional consultancy, corner offers a multi-sensorial experience (audio-visual, tactile, interactive, ) to consumers, this atmosphere together with trust and Coop brand loyalty are important drivers of value co-creation.
Value co-creation and experience in drugs distribution: The Coop Health Corner / Maria, Colurcio; Monia, Melia; Angela, Caridà; RUSSO SPENA, Tiziana. - STAMPA. - (2010), pp. 1-7. (Intervento presentato al convegno 39th EMAC Annual Conference – Copenhagen, Denmark tenutosi a Copenhagen, Denmark nel June, 1-4, 2010).
Value co-creation and experience in drugs distribution: The Coop Health Corner
RUSSO SPENA, TIZIANA
2010
Abstract
Nowadays value co-creation is a focal topic in marketing literature but empirical researches that deepen the involvement of the parts in the value creation process are still scant. The work aims to investigate both the role of supplier and consumer in the value creation process in a specific business sphere that today is very critical in Italy: drugs distribution. Using both qualitative and quantitative research we applied the DART model of value co-creation. We argue that health corner are modern and appealing drugs’ distribution pattern nearer to consumer respect to traditional pharmacies. Due to the use of space, light, music, information and professional consultancy, corner offers a multi-sensorial experience (audio-visual, tactile, interactive, ) to consumers, this atmosphere together with trust and Coop brand loyalty are important drivers of value co-creation.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
