Explain customer participation model in banking industry value co-creation with a mixed approach of dematel and system dynamics

Customer participation in the organization's value creation through the integration of resources, which most organizations have recently considered under the title of value co-creation, has been accepted as an efficient strategy of interaction with customers [۸۴], which is applied in all processes of solving problems and meeting customer needs. Therefore, this article addresses the customer participation model explanation and its consequences in organization and customer value co-creation in the banking industry. This can contribute to knowledge boundaries development in the prevailing logic of services and value co-creation in the banking industry. Considering the complexity of the relationships between the factors affecting the system, this paper explained the relationships and the impact of key factors in the system's causal loops by combining the methods of Dematel and systems dynamics. This paper adopts a mixed methodology. Thus, the qualitative phase goal is exploratory accounting for the conceptual model development, and the quantitative phase goal is to quantify the conceptual model. Therefore, this article is qualitative, exploratory, and developmental in the quantitative dimension, while applied in the quantitative dimension. The results showed that the investment was the most effective factor, the intention to use was the most affecting factor, and system quality and customer satisfaction showed the highest amount of interaction among the factors, with customer participation in providing services being a new addition to the main perspective in the literature of customer satisfaction and service industry.

کلیدواژه ها:

Customer Participation ، Customer Participation Value ، Value Co-Creation ، Banking Industry ، DEMATEL ، System Dynamics