The Influence of Value Co-Creation on Consumer Satisfaction (original) (raw)
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Middle East J. of Management, 2020
Firms engage customers to tap into product-related innovative ideas for future product development. This engagement of customers in co-creation activity provides unprecedented opportunities to create value offerings to customers. However, there is a dearth of understanding on what motivates customers to participate in co-creation activity. Based on the self-determination theory, this study proposes a model and investigates consumers' intrinsic and extrinsic motivators to participate in co-creation. The model was tested on a survey data from 235 respondents from Saudi Arabia. Results reveal that the intrinsic motivator, enjoyment, predicted attitudes towards co-creation as well as willingness to participate in co-creation. The extrinsic motivators, showcasing of personal ideas and monetary reward also predicted attitudes towards co-creation and willingness to participate. An interesting finding is that gaining knowledge is not directly associated with willingness to participate, unless it is also associated at the same time with attitude towards co-creation.
A Conceptual Model for Developing Customer Value Co-Creation Behavior in Retailing
Global Business and Management Research: An International Journal, 2014
Purpose: This study proposed a conceptual model for developing customer value co-creation behaviour in Retailing. The model is proposed based on in-depth analysis of value co-creation from experiential value and social influence perspective. Design/methodology/approach: Extensive review of literature on three different domains namely value cocreation, experiential value, and social influence was carried out to propose the conceptual model. Books and research articles on retailing were also consulted to see the emerging trends in global retail settings. Findings: Drawing from experiential value theory and theory of social influence, a conceptual model was proposed that highlights the factors that can play important roles in developing customer value co-creation behaviour. It is argued that customer return on investment, service excellence, aesthetic value and playfulness are few of the important factors in retailing which can significantly develop customers' participation and citizenship behaviour towards value co-creation. It has also been proposed that social influence in the form of compliance, internalization and identification can significant play moderating roles in further shaping customer value co-creation behaviour. Research limitations/implications: This study is conceptual in nature. Proposed propositions need to be verified empirically. Originality/value: This study is first of its kind to observe customer value co-creation behaviour from two lens namely experiential value and social influences simultaneously. The idea will significantly add value in value cocreation, experiential value and retailing literature.
Impact of Value Co-Creation on Customer Loyalty
International Journal of E-Business Research
The study examines the crucial role of value co-creation impacts on customer loyalty (attitudinal and behavioural loyalty) in the Chinese self-service food industry, especially in “Hot Pot,” also known as “Huo Guo,” taking into account the mediating impact on customer trust and satisfaction. The authors collected 377 valid Chinese customers' questionnaires to assess the conceptual model with a purposive sampling method, and data were analyzed using SmartPLS3 software. The findings show that value co-creation positively impacts customer satisfaction, whereas satisfaction fully mediates the association between value co-creation and trust. The findings further portray that consumer satisfaction partially mediates the association among value co-creation and attitudinal and behavioural loyalty. Based on the results, another key finding is that consumer satisfaction has an insignificant impact on behavioural loyalty. Notably, the findings provide a menu of potential managerial implica...
Some theoretical perspectives of co-creation and co-production of value by customers
Acta commercii, 2014
The initial introduction of co-production and co-creation in the marketing literature in all likelihood was in 1986 when Kotler used the term 'prosumer' (initially coined by Toffler in 1980) to refer to customers who produce some of the goods and services they consume. Kotler also noted an increase in people's propensity to act as a prosumer of some of the goods and services they bought. Motivation for the study: No real attention was paid to the concepts of co-production and co-creation by marketing academics after the initial introduction of the concepts. Only after the year 2000 did co-production and co-creation begin to receive the attention of marketing academics, with a substantial increase in publications over the past few years. Contribution/value-add: The objective of this article was to present an overview of the origin and development of co-creation and co-production in marketing, to draw a distinction between the two concepts and to address the implications of these concepts for various decision areas in marketing.
Users' Involvement in Value Co‐Creation: The More the Better?
European Management Review
Literature on value co-creation often postulates that a greater degree of co-production increases the potential of value co-creation. To test this hypothesis, we build a computational model of value proposition inspired by March's model of organizational learning (1991[24]). The model allows to represent various cases of co-creation: (i) without co-production, (ii) with downstream co-production, and (iii) with upstream co-production. Repeated simulations are partly supporting the literature. On one hand, we find that deeper involvement of consumers into the value offering process increases the potential for value co-creation. One the other hand, we find that co-production can increase inequalities of satisfaction among consumers. Also, while scenarios with learning consumers offer the highest potential for value co-creation, a negative relationship emerges between the number of learning consumers and organizational performance.
Customer value co-creation behavior: Scale development and validation
Journal of Business Research, 2013
This investigation reports a series of four studies leading to the development and validation of a customer value co-creation behavior scale. The scale comprises two dimensions: customer participation behavior and customer citizenship behavior, with each dimension having four components. The elements of customer participation behavior include information seeking, information sharing, responsible behavior, and personal interaction, whereas the aspects of customer citizenship behavior are feedback, advocacy, helping, and tolerance. The scale is multidimensional and hierarchical, and it exhibits internal consistency reliability, construct validity, and nomological validity. This study also shows that customer participation behavior and customer citizenship behavior exhibit different patterns of antecedents and consequences.
The Impact of Value Co-Creation Behaviour within the Social Media Context
Asian Journal of Business and Accounting, 2021
Manuscript type: Research paper Research aims: This study investigates the impact of value co-creation behaviour on customer loyalty within the context of social media. It also attempts to determine the role played by customer brand experience and customer satisfaction as mediating variables. Design/Methodology/Approach: Drawing upon the service-dominant logic theory, a research framework is developed and tested using the structural equation modelling. The data comprise the input of 449 respondents from Lebanon. Research findings: The findings provide substantial evidence showing the relationship between customer value co-creation behaviour and customer loyalty. This relationship is partially mediated by customer brand experience. Theoretical contribution/Originality: This study expands on existing literature by investigating how customer value co-creation behaviours can lead to customer loyalty within the social media context of Lebanon. Practitioner/Policy implications: The findin...
Managing the co-creation of value
Journal of the Academy of Marketing …, 2008
Central to service-dominant (S-D) logic is the proposition that the customer becomes a co-creator of value. This emphasizes the development of customersupplier relationships through interaction and dialog. However, research to date suggests relatively little is known about how customers engage in the co-creation of value. In this article, the authors: explore the nature of value cocreation in the context of S-D logic; develop a conceptual framework for understanding and managing value cocreation; and utilize field-based research to illustrate practical application of the framework. This process-based framework provides a structure for customer involvement that takes account of key foundational propositions of S-D logic and places the customer explicitly at the same level of importance as the company as co-creators of value. Synthesis of diverse concepts from research on services, customer value and relationship marketing into a new process-based framework for co-creation provide new insights into managing the process of value co-creation.