The role of customer community in value co-creation for third places: an example of senior citizens

Title: The role of customer community in value co-creation for third places: an example of senior citizens
Creator: Meshram, Kanika; Dean, Alison; Cowley, Kym
Relation: 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)
Relation: http://www.duplication.net.au/ANZMAC09/Menu.html
Publisher: Australian and New Zealand Marketing Academy (ANZMAC)
Resource Type: conference paper
Date: 2009
Description: 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.
Subject: customer community; value co-creation; third places; seniors
Identifier: uon:9169
Identifier: http://hdl.handle.net/1959.13/920513
Identifier: ISBN:1863081585
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