COVID-19: new forms of value co-creation in the service industry
DOI:
https://doi.org/10.35830/cn.vi88.640Keywords:
value co-creation, pandemic, technologyAbstract
The service industry has changed during the COVID-19 pandemic because direct interaction between the consumer and the service provider has been limited in physical contact and expanded virtually. The research explored new forms of value co-creation in the service industry to investigate the impact and evolution of the interaction between consumers and the service provider.
The main findings reflect new purchasing behaviors and trends, relational and technological adaptations leading to a new normal. It concludes that the constraints in the customer-service company relationship represent opportunities for innovation and creativity, thus new forms of value co-creation.
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Copyright (c) 2023 Victor Ricardo Castillo Intriago, Diana Barrón Villaverde, Guillermo Cortés Robles
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Universidad Michoacana de San Nicolás de Hidalgo, Coordination of Scientific Research, Av. Francisco J. Mujica, Building "C-2", Ciudad Universitaria, Morelia, Michoacán, México, C.P. 58030. All rights reserved. This magazine may be reproduced for non-profit purposes, as long as the full source and its email address are cited. Otherwise it requires prior written permission from the institution and author.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
