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A research study found that companies tend to focus more than 80% of their time on primarily having customers recommend their company to others, rather than encouraging customers to collaborate and participate in the value-creation process (Merlo et al.
An organization is only a value facilitator that provides the resources and processes to be used in the customer's value-creation process (Gr�nroos & Voima, 2013).
It is important to highlight that the process of value creation is dynamic and is constantly evolving, based on past, present, and future customer experiences accumulated throughout the customer's value-creation process (Gr�nroos & Voima, 2013).
Customer experience is part of the value-creation process, and only when the customer and firm work together is value co-created.
Becoming immune to identifying value-creation processes in your service-delivery model prevents your organization from delivering the same customer experience on a regular basis.
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