Abstract
The purpose of this paper is to examine the impact of dialogue, access, risk assessment and transparency (DART) upon customer participation (CP). It also explores how customer participation improves customer loyalty (CL) via customer perceived value (CPV) and emotion.The model connects DART antecedents and customer loyalty consequence of customer participation in value co-creation process as established. In total, eight hypotheses are postulated and testing was conducted through structural equation modeling using PLS-SEM, utilizing data from 200 customers around the world, mainly in China and Ecuador.
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