Can the customer's value co-creation behavior be measured?: validating a measurement scale based on the customer's perspective

Description

During the last years, the economic and social situation has been marked by the crisis. Given this, rivalry between firms has increased and the difference between competitive products has become almost imperceptible for consumers. There are few opportunities to differentiate the offer and increasingly more firms see customer value as a key factor when seeking new ways of achieving and maintaining a competitive advantage.

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