2022, Vol. 4, Issue 2, Part B

author(s)
Surbhi Sethi

abstract
In today’s evolving financial ecosystem, customer engagement and personalized experiences have emerged as strategic imperatives. This study explores how value co-creation, a process in which customers actively contribute to the design and delivery of services, has become a source of competitive advantage for banks in Punjab. Employing both qualitative and quantitative methodologies, this research analyzes the implementation of value co-creation practices, their impact on customer satisfaction, innovation, and the overall performance of banks. The findings suggest that banks embracing value co-creation enjoy increased customer loyalty, improved service offerings, and enhanced brand reputation.