Abstract
The present study aims to conceptualize, structure, refine and empirically validate a customer co-created value (CCV) scale. Two stage approach has been undertaken for conceptualizing value co-creation: stage 1 involved initial item generation for CCV through qualitative research and purification through exploratory factor analysis; stage 2 comprised validation of CCV using confirmatory factor analysis and structural equation modelling. Total 19 items were classified into the following five dimensions of CCV: relational, personal, economic, interactive, and experiential. Findings of the study reveal that co-created value significantly affects customer satisfaction. Based on various reliability and validity tests, the considered scale exhibits good psychometric properties. The study seeks to conceptualize and empirically measure value co-created in e-services context.
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