Designing a Shared Value Creation Model Based on Electronic Services in Semnan Province Electricity Distribution Company

Javad  Farahzad; Soheila Khishtandar; Qholamreza  Rezaei

Authors

Javad Farahzad PhD Candidate, Department of Industrial Management, Qa.c., Islamic Azad University, Qazvin, Iran Author https://orcid.org/0009-0003-9068-6033
Soheila Khishtandar Department of Industrial Management, Qa.c., Islamic Azad University, Qazvin, Iran https://orcid.org/0000-0002-7876-7290
Qholamreza Rezaei Department of Economics, Qa.c., Islamic Azad University, Qazvin, Iran Author https://orcid.org/0009-0007-5840-8833

Keywords:

shared value creation, electronic services, Semnan Province Electricity Distribution Company, grounded theory

Abstract

In the digital era, companies use electronic services to access global markets, provide higher-quality services, deliver organizational services, communicate with clients, and create shared value. Accordingly, the present study was conducted with the aim of presenting a shared value creation model based on electronic services in Semnan Province Electricity Distribution Company. The present study employed a qualitative approach. In this regard, the grounded theory method was used to identify the model factors in Semnan Province Electricity Distribution Company. Finally, the necessary strategies and recommendations were proposed to improve shared value creation based on electronic services in Semnan Province Electricity Distribution Company. Based on the grounded theory findings, 98 indicators and 25 subcategories within six main categories—causal conditions of shared value creation based on electronic services, attention to the phenomenon of shared value creation based on electronic services, intervening conditions of shared value creation based on electronic services, contextual conditions of shared value creation based on electronic services, strategies for shared value creation based on electronic services, and outcomes of shared value creation based on electronic services—constituted the components of the model. Based on the findings, in Semnan Province Electricity Distribution Company, the intervening conditions affect the causal conditions, and the causal conditions affect attention to shared value creation based on electronic services. On the other hand, the intervening conditions directly affect the strategies.

References

Cahyono, G. H. (2018). Kewirausahaan dan Inovasi dalam E-Commerce. Swara Patra, 8(1), 80-92.

Cai, Q., Wu, J., Wu, T., Chang, P.-C., & Mardani, A. (2024). The impact of digital leadership on hidden champions’ competitive advantage: A moderated mediation model of ambidextrous innovation and value co-creation. Journal of Business Research, 182, 114819. https://doi.org/10.1016/j.jbusres.2024.114819

Dineva, D. (2023). Value Creation Through Digital Content: User Co-Creation Value. 105-120. https://doi.org/10.4324/9781003346500-7

Gronroos, C., & Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133-150.

Helkkula, A., Kelleher, C., & Pihlstrom, M. (2012). Characterizing value as an experience: Implications for service researchers and managers. Journal of Service Research, 15(1), 59-75.

Jalali Filshour, M., Alizadeh, H., & Shahryari, S. (2025). Presenting a value co-creation model in banking and insurance with an emphasis on artificial intelligence tools and using a hybrid approach. 31st National Conference and 12th International Conference on Insurance and Development: Public Satisfaction and Trust in the Insurance Industry,

Johnstone, P., Stirling, A., & Sovacool, B. (2017). Policy mixes for incumbency: Exploring the destructive recreation of renewable energy, shale gas fracking, and nuclear power in the United Kingdom. Energy Research & Social Science, 33, 147-162.

Kaur, G. (2011). Traditional commerce vs E-commerce. International Research Journal of Management Science and Technology, 2(3), 334-340.

Lin, C. C., & Chuang, L. Z. H. (2012). Using fuzzy Delphi method and fuzzy AHP for evaluation structure of the appeal of Taiwan's coastal wetlands ecotourism. In Business, Economics, Financial Sciences, and Management (pp. 347-358). Springer.

Maleki Minbash Razgah, M., Zarei, A., & Kia, E. A. (2025). Prioritizing multichannel technologies in creating co-created value. Value Creation in Business Management Quarterly, 5(1).

Manser Payne, E. H., Dahl, A. J., & Peltier, J. (2021). Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems. Journal of Research in Interactive Marketing, 15(2), 200-222. https://doi.org/10.1108/JRIM-12-2020-0252

Radpour, M., Hatami Nasab, S. H., & Nayebzadeh, S. (2023). The effects of value co-creation on the effectiveness of digital health platforms: A dynamic process model. Healthcare Management Quarterly, 15(2).

Saha, V., Hollebeek, L. D., Mani, V., Goyal, P., & Clark, M. (2025). Value co-creation: a metatheory unifying framework and fundamental propositions. Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-03-2024-0163

Schiavone, F., Mancini, D., Leone, D., & Lavorato, D. (2021). Digital business models and ridesharing for value co-creation in healthcare: A multi-stakeholder ecosystem analysis. Technological Forecasting and Social Change, 166, 120647.

Skalen, P., Gummerus, J., Von Koskull, C., & Magnusson, P. R. (2015). Exploring value propositions and service innovation: A service-dominant logic study. Journal of the Academy of Marketing Science, 43(2), 137-158.

Stegmann, P., Nagel, S., & Ströbel, T. (2023). The Digital Transformation of Value Co-Creation: A Scoping Review Towards an Agenda for Sport Marketing Research. European Sport Management Quarterly, 23(4), 1221-1248. https://doi.org/10.1080/16184742.2021.1976241

Tran, T. P., Sun, Q., & Dang, A. (2025). Examining value co-creation in branded mobile apps: A critical analysis of its antecedents and outcomes. Journal of Marketing Analytics, 13, 780-797. https://doi.org/10.1057/s41270-025-00387-6

Turunen, A. (2025). Co-creating and validating customer value in Higher Education IT Services using Service Design. EPiC Series in Computing,

Tuunanen, T., Lumivalo, J., Vartiainen, T., Zhang, Y., & Myers, M. (2023). Micro-Level Mechanisms to Support Value Co-Creation for Design of Digital Services. Journal of Service Research, 27(3), 381-396. https://doi.org/10.1177/10946705231173116

Wang, Z., & Yang, X. (2025). Building brand loyalty through value co-creation practices in brand communities: the role of affective commitment and psychological brand ownership. Journal of Research in Interactive Marketing, 19(2), 201-220. https://www.emerald.com/insight/content/doi/10.1108/jrim-10-2023-0359/full/html

You, X. (2025). Management as a design practice: A multi-case study on designing value co-creation mechanisms. Journal of Innovation and Entrepreneurship, 14, 38. https://doi.org/10.1186/s13731-025-00510-y