VALUE CO-CREATION IN SERVICE-DOMINANT LOGIC – CASE OF HIGHER EDUCATION

Abstract

This paper is of empirical nature and its objective is to identify categories of effects of the value co-creation process in higher education from the employee perspective, as well as types of benefits and costs associated with the research process. The paper consists of two parts: the first presents an overview of the literature on service-dominant logic in marketing and the process of value co-creation, while in the second part the results of qualitative study (individual interviews) are presented and discussed.