Using a Markov-switching approach to modelling value co-creation

Value co-creation within a service system has been an important issue for enterprises in order to increase their competition and advantages. By recognizing value variations, enterprises effortlessly figure out the difficulty of resource allocation and make the right service strategy. Consequently, this study employed a call center as an example to investigate value variation. This study collected real data from the call center of Kaohsiung city government between January/2012 and December/2015. Meanwhile, this study also adopted a Markov-switching model approach to analyze value co-creation and co-destruction within the call center. The results revealed that both value co-creation and co-destruction can be modelled by the Markov-switching model approach.

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