TITLE:
Value Co-Creation through Digital Platform Ecosystems: Case Studies of Hair Salon Chains
AUTHORS:
Wai-Kit Ng, Baihui Du, Li-Jung Liu, Fan-Yu Hsu, Chun-Liang Chen, Yun-Ju Lee, Shih-Yi Chang, Chia-Wei Lu, Ting-Hung Yeung
KEYWORDS:
Value Co-Creation, Platform Ecosystems, Digital Platform, Experiential Value, DART Model, Hairdressing Industry
JOURNAL NAME:
Open Journal of Business and Management,
Vol.12 No.6,
November
20,
2024
ABSTRACT: Existing literature on digital platforms mostly focuses on value creation, delivery, and capture from a single perspective, without considering the coordination effects among these components. This study delves into the structure and dynamics of the ecosystem within Taiwan region’s chain hairdressing industry, with a specific focus on platform models, ecosystem dynamics, complementarity among participants, and the process of value co-creation. Employing DART analysis, the research identifies patterns of value co-creation facilitated by digital platforms in Taiwan region’s chain hairdressing sector. These platforms have revolutionized traditional, physical-centric industry models by introducing innovative customer experiences. The study highlights how businesses can capitalize on platform ecosystems to access comprehensive customer data and behavior patterns across multiple platforms, stores, and official LINE channels. This ecosystem establishment not only aids industry partners in expanding their customer base and fostering loyalty but also opens up sales avenues for cross-industry collaborations, thereby enhancing revenue opportunities.