| Abstract [eng] |
The aim of this master work is to identify and prepare the customers perceived value (costs and benefits) of co-creation. In the theoretical part, based on the scientific literature, the concept of client participation are analyzed, also discussed forms of participation and engagement levels. It also presents the client perceived value of participation (the perceived benefits and costs). The second part is the research methodology, research process. It also presents the research methods used to analyze the data. The study was conducted cafes and restaurants in the market in order to identify the perceived clients value components. This section provides a detailed profile of the questionnaire structure. The empirical part of the questionnaire survey method identified the clients perceived benefits and costs of participation, given by the demographic dimension, form of participation and engagement levels. Identified that respondents in one of the most important perceived benefits, joint value creation (cafes and restaurants in the market), there are psychological benefits of learning, psychological hedonistic benefits and personalization benefits. Respondents participating in value co-creation, expect better service, learn something new, to do good to others and benefit yourself. It can also be observed that the cost of value co-creation does not seem significant for clients. Therefore, it can be said that the study respondents received co-creation perceived benefits are greater than the perceived costs, so customers involved in the co-creation, get a higher value (the value – difference between the benefits and the costs). |
