The Antecedents and Consequents of Customer Value Co-Creation among Small and Medium Enterprises
The scholarly understanding of the antecedent and consequent behaviors of customer involvement in the creation process particularly among small and medium enterprises (SME’s) are limited to date. So, this paper aims to explore the antecedent and consequent behaviors of the customer involvement in...
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| Format: | Article |
| Language: | English |
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Johar Education Society
2017-12-01
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| Series: | Pakistan Journal of Commerce and Social Sciences |
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| Online Access: | http://www.jespk.net/publications/401.pdf |
| Summary: | The scholarly understanding of the antecedent and consequent behaviors of customer
involvement in the creation process particularly among small and medium enterprises
(SME’s) are limited to date. So, this paper aims to explore the antecedent and consequent
behaviors of the customer involvement in the creation process among SME’s.
Sample data was collected by administering 384 questionnaires from the customers of
SME’s. The hypothesized relationships are tested through Structural Equation Modeling.
The findings suggest that customer involvement in the creation process is influenced by
brand attractiveness, brand response, active engagement and sense of community.
Resultantly, customer involvement in the creation process leads to enhanced behavioral
loyalty, attitudinal attachment, and resilience against any negative information.
A critical limitation lies in this study is the use of only four antecedent and three consequent
behaviors of co-creation behavior. Future researchers need to investigate this model with
some other antecedent and consequent behaviors. The study provides strategic
recommendations to SME’s that the marketers should focus on essential customer
behaviors as it not only enhances customer involvement in the creation process but
resultantly improves behavioral loyalty, attitudinal attachment, and resilience against any
negative information. This paper provides an original insight into customer value cocreation by identifying and examining its antecedent and consequent behaviors. |
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| ISSN: | 1997-8553 2309-8619 |