1st ICAI 2020

International Conference on Automotive Industry 2020

Mladá Boleslav, Czech Republic

1.2 Services as Ample Scope for Value Co-creation Particular emphasis should be also placed on the services provided to customers, as this area provides ample scope for co-creating value for the customer because it takes place during the given service opportunity. The study by Vakulenko et al. (2018) gives the basis for formulating proposals and knowledge of the value co-creation process for the customer, which is carried out in the context of service. This study demonstrates the evidence that four types of value are created during the service process: functional, social, emotional and financial. These four types of values are supported by previous research (Sheth et al., 1991; Doyle, 2000; Smith, Colgate, 2007; Wiedmann et. al., 2007; Rintamäki, Kirves, 2017). The effect of value types and elements on each other indicates a correlation between the four types. This correlation affects their severity and service performance. According to the study’s findings, the importance of output of a service value has a direct impact on the future customer interaction with services. The scientific literature prevails the opinion that the main benefit of co-creation is expressed in financial terms for the customer. Economic value refers to the benefits of being involved in co-creation to reduce the cost of purchasing a product or service, special offer or reward. However, it should be noted that this is not the rule and that consumers can engage in this process without claiming a financial reward. The social strain of involvement reflects the ability to support the social concept. It is about increasing customer´s status and self-esteem derived from recognition among community members. Dimensions of functional value include knowledge of products, information obtained during co-creation that could be shared with other customers, and results related to the co-creation object itself, such as: expected product / service characteristics, quality, efficiency, etc. (Wang et al., 2013). Various views of authors on the perception of value forms can be found in the scientific literature (Sheth et al., 1991; Holbrook, 1999; Rintamäki et al., 2006; Diep and Sweeney, 2008; Lošťáková et al., 2009), but for the purposes of this research we will stick to the concept of the four values mentioned above. 2. Problem Formulation and Methodology The aim of this article is to present a pilot study of customers´ perception of value in the automotive industry in the following steps: 1. Identification the relationship between factors influencing the customers in the process of selecting and buying a car on the basis of 4 values concept : functional, financial, individual and social (Sheth et al., 1991; Doyle, 2000; Smith & Colgate, 2007; Wiedmann et. al., 2007; Rintamäki, Kirves, 2017), 2. Evaluation of values in the context of car dealers’ communication towards customers , 3. Identification whether the concept of values is applicable in the field of value

co-creation and customer´s perception of value, 4. Presentation of the results of the field study.

In our research we work with Grounded Theory Method (GTM) especially for its certain principles. GTM was used for analyzing and processing the obtained data. This

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