Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty?
The emergence of E-commerce has brought many advantages, especially in economic development. With the increasing number of E-commerce users, it is crucial for e-commerce platforms to sustain their business. Applying value co-creation is beneficial for e-commerce to gain a competitive advantage that...
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| Format: | Article |
| Language: | English |
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Fakultas Ekonomi Universitas Sriwijaya
2021-08-01
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| Series: | Sriwijaya International Journal of Dynamic Economics and Business |
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| Online Access: | https://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/232 |
| Summary: | The emergence of E-commerce has brought many advantages, especially in economic development. With the increasing number of E-commerce users, it is crucial for e-commerce platforms to sustain their business. Applying value co-creation is beneficial for e-commerce to gain a competitive advantage that leads to customer loyalty. This study aims to seek the correlation between key constructs in Social Exchange Theory which is satisfaction and trust with value co-creation behaviour. Further, this study also investigates whether the value co-creation behaviour leads to customer's loyalty.The research uses SEM-PLS to examine the model, and the result indicates value co-creation behavior that consists of participation behavior and citizenship behavior influences customer loyalty positively. Hence, the e-commerce platform needs to gain customer trust and satisfaction to enhance customer willingness to value co-creation behavior, leading to customer loyalty.
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| ISSN: | 2581-2904 2581-2912 |