چكيده به لاتين
Today, customers are faced with a multitude of choices, and companies extensively utilize their resources to differentiate themselves from competitors in the minds of customers. Based on the Service Dominant Logic, companies can only offer potential value to customers, and it is through accepting and utilizing this potential value that customers create value for themselves. However, during direct interactions, companies are also capable of co-creating value with customers. Due to the fact that personal characteristics play a fundamental role as stable and institutionalized patterns of individuals' thoughts, emotions, and behaviors during their interactions with the environment, the present research examines how personality traits influence value co-creation. The research objectives are aimed at identifying, for the first time, how each of the personality traits influences value co-creation.
The DART model has been used in this research due to its simplicity and effectiveness in the field of value co-creation, and the Big Five model has also been utilized as the most widely used model for classifying personality traits in this study.
In order to achieve the desired objectives and answer the research questions, we conducted a study by examining a sample of 200 consumers from Tehran, using structural equation modeling in the SmartPLS software. The findings revealed that the traits of openness, agreeableness, extraversion, and conscientiousness have a positive impact on value co-creation, while neuroticism does not have any influence on value co-creation. The most influential personality trait in value co-creation is individual's agreeableness.
Successful implementation of value co-creation as a business strategy leads to increased customer satisfaction, improves their participation, and guides the company toward effective and innovative product development. By understanding the impact of individuals' personality traits on each element of the DART model, companies can choose the best way to approach and interact with customers based on their personalities, avoid wasting their resources, and ultimately co-create the highest value for customers during interactions.
