ICT and value co-creation in B2B: the new way of loyalty in service
Gloria Berenguer-Contri,
Irene Gil-Saura,
Roberto Gil
et al.
Abstract:In today’s competitive environment, it is emphasised that business digitalisation is one of the most important strategies to deal with new market challenges. This article argues that technology is a driving force behind business relationships, showing the origins of new ways to achieve loyalty. Through a model which has been tested in a sample of 256 travel agencies, technology can facilitate coordination in the management of relationships between tourism companies, promoting value co-creation between supplier… Show more
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