Review on DART model used in value co-creation for evaluation of e-service system

The locus for value creation is the interactions between the firm and the customers. Such interactions can happen through four main building blocks of co-creation; dialogue, access, risk, and transparency which is called DART model. Value co-creation is a concept that been used in marketing for evaluation. Services evaluate by value co-creation concept through use. But this study attempts to review on DART model which used in value co-creation for evaluation of e-service system. The method which used in this study is assessing the documents related to this area and the technique which applied in this way is content analysis. Results show that value co-creation concept still capable to extend this model and or use it in different way based on the e-service system.