Abstract
The purpose of the study is to reveal the effect of value co-creation within the scope of the DART model, which consists of Dialogue, Access, Risk Assessment, and Transparency on perceived service newness and loyalty. In addition, it is aimed to determine the mediating role of perceived service newness between value co-creation and passenger loyalty. For this purpose, the data collected by the online and convenience sampling method from the passengers who travel airlines. The data is subjected to reliability analysis and confirmatory factor analysis in order to discover the variables that make up the dimensions in the study model. The relationship in the study model is evaluated by using partial least squares structural equation modeling (PLS-SEM) via the SmartPLS 3.0 package program. The findings show that value co-creation has an impact on the perceived service newness and loyalty. This study found also mediating effect of perceived service newness in the relation between value co-creation and loyalty. The study contributed the understanding of value co-creation from the passenger perspective to the value co-creation literature by using the DART model. The study also provides theoretical and managerial contributions to manage the value co-creation process effectively and efficiently.
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