3. Value Co-Creation in Airline Ecosystem: Framework Integrating Sustainability and Dart Model

The value concept which has been defined as produced by the firm and consumed by the customer in the traditional Goods-Dominant logic perspective is discussed in the marketing literature based on the Service-Dominant logic for two decades. Service-Dominant logic led to radical changes in the basic arguments of value by conceptualizing the value created in the interaction between actors. It is important to eliminate or reduce obstacles such as boundaries and asymmetry in the exchange of information between the firm and the customer in the process of value co-creation. The DART model consists of dialogue, access, risk, and transparency components, which are important in making the flow between the actors faster and more efficient. The model creates interdependent conditions for creating an organizational climate conducive to co-creating value. The DART approach, which provides the basic conditions for value co-creation among the actors, also plays an active role in ensuring long-term and sustainable firm–customer relations. Efforts to integrate actors into value co-creation processes also lead to formulating innovation strategies of firms. The existence of innovative approaches in the service concepts perceived by the customers enables the firm to be perceived as creative and progressive. Value co-creation also leads to the emergence of a firm perception that differs from its competitors by customers. The active participation of actors in the creation processes of value causes customer loyalty and therefore to plays an active role in the formation of sustainable relationships by providing interaction. The airline firms play an active role (with increasing their bilateral interactions and information sharing) in the process of value co-creation. The fact that the information about benefits and costs in the relationship between actors (firms and passengers) is more clear and understandable, will increase the passengers’ participation in the value co-creation process for sustainability.