Identifying the Dimensions and Components of Value Co-Creation in the Online Retail Industry: A Meta-Synthesis Approach
Keywords:
Value co-creation, online retailing, meta-synthesis, customer interaction, digital infrastructures, sustainability and social responsibility, market value creationAbstract
Value co-creation in the online retail industry has emerged as an innovative approach in customer relationship management that emphasizes active interaction and the joint creation of value between customers and organizations. The objective of this study was to identify the dimensions and components of value co-creation in online retailing and to present a comprehensive conceptual model based on existing research evidence. This study was conducted using a qualitative approach and the meta-synthesis method. A total of 62 studies related to the research topic were systematically analyzed. Data were extracted through concept coding and subsequently organized into components and major dimensions during the synthesis stage. The analysis of the studies led to the identification of five main dimensions of value co-creation, including infrastructural and technological, behavioral and interactive, organizational and managerial, value creation and market, and sustainability and social responsibility dimensions. The first dimensions were identified as enabling factors, the behavioral dimension as the core component, the value creation dimension as the outcome, and the sustainability dimension as the moderating context of the model. The final model demonstrates that value co-creation in online retailing is a multidimensional phenomenon shaped through the integration of digital technologies, organizational capabilities, customer interactions, and commitment to sustainability. This model can serve as a theoretical framework and a practical guideline for enhancing customer experience and developing sustainable value-creating strategies.
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