The effect of the service provider's advice-giving behavior on co-creation in the supermarket (Service) sector

New parameters in the developing world, such as technological development, digitalization, globalization of brands, are one of the concepts that cause differentiation in consumer profiles. This situation requires today's businesses to make many changes in their management and marketing strategies and practices. In consumer profiles, where subjectivity and individuality come to the fore, consumers want to be involved in the process by making themselves more prominent instead of just receiving the products and services offered to them. Consumers who take advantage of the widespread use of media, such as communication and social media, are directly involved in the process of inclusion and co-creation. Companies that create value for the consumer in such an environment, stop waiting for the consumer to receive that value, and involve the consumer in the process of creating that value by continuing their marketing activities. Under this study, 21. with the concept of co-creation, which has emerged as a concept that has grown in popularity and importance in the century business world, the effect of co-creation in the service sector is examined according to whether the service provider gives advice or not. In the scope of the research, preliminary testing was carried out to examine the co-creation effect of the characteristics of sales personnel and customer. The survey was conducted on 42 people with an average age of 41, 24 women and 18 men. In the preliminary test, open-ended questions were asked to determine the effect of the characteristics of the customer and sales personnel on co-creation and which types of products have lower and higher impact on co-creation. As a result of the preliminary test, it was concluded that in the answer given to open-ended questions, there is a greater need for advice in butcher and/or delicatessen product groups, while in the pulses group there is a relatively less need for advice. Based on the analysis of the preliminary test results, the survey questions were applied to 278 people with an average age of 25 and 55 percent of whom were women. When the survey results are analyzed, it appears that the advice-giving behavior of sales personnel has a direct effect on positive outcomes. In addition, co-creation behavior affects direct output as an intermediary variable by entering between these two variables. It has been observed that there is an effect of changing (moderating) this main relationship by placing emphasis on the characteristics of the salesperson, which are treated as interaction factors, and the variables of socialization in the market.