This paper reports findings of two sequential studies; qualitative (Study 1) and then quantitative (Study 2) that aimed to investigate factors that contribute to seniors’ place value co-creation via social engagement in third places. Using QSR NVivo 7 software for Study 1 and SPSS and AMOS software for Study 2 the results revealed that, the ‘operant’ resources of third places which are friendship and sociability between seniors co-created three types of place values; place value to socialise, place value as home and value of routine visit. The implications of these findings for customer centric view on value co-creation and for operant resources are discussed.
Australian and New Zealand Marketing Academy Conference 2009 (ANZMAC 2009). Proceedings of the Australian and New Zealand Marketing Academy Conference 2009 (Melbourne 30 November - 2 December, 2009)