摘要：Service providers need to develop a competitive advantage in the market.One strategy is value co-creation,which means a mutual creation of value and experience.Two types of the customer value co-creation behavior have been identified;consumer participation behaviour and consumer citizenship behaviour.In our research we conducted a survey with two generation groups.We applied factor analyses and determined the factors of customer participation and citizenship behaviour.The findings can be used to identify the level of consumer value co-creation and to segment the service market.
关键词：value co-creation;consumer participation behaviour;consumer citizenship behaviour;Generations Y and X
