Abstract

This service-dominant logic paradigm emerged as a new perspective on marketing concepts, emphasising customers as active participants in creating value. This study investigates the value co-creation process at PT Qlue Performa Indonesia from a services-dominant logic perspective. This research was conducted using a qualitative approach with content analysis. Data were obtained through structured, in-depth interviews, observations and documentation studies. This study found two categories relating to the realisation of value co-creation implementation: service procedures and DART model implementation. This service procedure is decisive and becomes the ideal space for implementing value co-creation.

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