Abstract
The concept of social capital has become an interesting issue in management literature. Several authors have called for more study to be carried out on the dimensions of social capital. As part of the response to this call, we examined the influence of the dimensions of social capital on customer engagement to co-create. The Decision-Making Trial and Evaluation Laboratory (DEMATEL) technique was applied to analyze and capture the causal relationship visibly among the criteria and also measure the interaction level and the direction of influence of the criteria. The criteria identified to be crucial in influencing other criteria to co-create and the driving factors for problem-solving were: commitment (b8), Shared code and language (c9), shared narratives (c10), consumer engagement (d11), density (a3) and structural holes (a5). Criteria such as frequency of interaction (b7), trust (b6), social interaction (a4) and network ties were recognized as the core subjects that need maximum attention because they are effect-type attributes and cannot be directly improved unless through other criteria.
Highlights
This world is viewed as a global village full of interconnected networks between and among countries, regulatory bodies, related institutions, cooperative and competitive firms, suppliers, customers, and other stakeholders
As part of the response to this call, we examined the influence of the dimensions of social capital on customer engagement to co-create
The criteria identified to be crucial in influencing other criteria to co-create and the driving factors for problem-solving were: commitment (b8), Shared code and language (c9), shared narratives (c10), consumer engagement (d11), density (a3) and structural holes (a5)
Summary
This world is viewed as a global village full of interconnected networks between and among countries, regulatory bodies, related institutions, cooperative and competitive firms, suppliers, customers, and other stakeholders Social capital has become one of the most popular concept drawn from sociological theory into other fields-political science [5] [6], psychology [7] [8] [9] and economics [10] [11] [12] Studies have shown it desirable effects on a wide range of social life, for instance educational attainment, community development, crime reduction, governance, health and knowledge exchange. For individuals and other stakeholders involved, a sign of potential increases associated with high performing projects and exposure to knowledge and knowledge exchange [17] [21] [22] [23] [24]
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