An Empirical Study of the Dimensions of Customer Value Co-creation Behaviour

Marketing

Customer value co-creation behaviour has become an integral part of the business organizations. Involvement of the customer in the service provider’s delivery process leads to improved brand loyalty and value creation. The paper aims to analyze the two key dimensions of customer value co-creation namely customer participation behaviour and customer citizenship behaviour. Each dimension has four components. The study involves the detailed investigation of the respective eight components using Pearson’s bivariate correlation and regression analysis. The developed regression models are tested using coefficient of determination. The results indicate that majority of the components are positively correlated but only three of them have significant association. These were used to develop regression models and only one model was found to be fit which can be further used for forecasting purpose. The study has valuable managerial implications wherein the service providers can utilize the results of the study to develop strategies for improving the association among the components of customer value co-creation behaviour. This would further help in forecasting the co-creation behaviour of the customer.

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