The DART Perspective on Value Co-Creation between Frontline Employees and Internal Service Providers

Department of Management & Humanities, Universiti Teknologi PETRONAS, 32610 Seri Iskandar, Perak, Malaysia

^* Corresponding author: amjadshamim@gmail.com

Abstract

This article studies the DART model and its importance in developing actors value co-creation attitude and behavior within the firms’ micro-level ecosystem. Fifteen propositions are proposed based on the literature from service-dominant logic perspective. Two major contributions are made. First, the article provides the importance and need of co-creation between the actors such as frontline employees with internal service providers in firms’ micro-level ecosystem. Second, it highlights the dialogue, access, risk and transparency as important factors that can develop actors’ attitude towards engagement in co-creation which subsequently lead to actors’ actual engagement in co-creation. The article is conceptual and needs empirical validation.