DOES VALUE CO-CREATION IMPACTS CUSTOMER LOYALTY AND REPURCHASE INTENTION ?

Abstract

The study conducted is focused towards analyzing the association between value co-creation and its association towards customer satisfaction and ultimately customer loyalty driving towards customer’s repurchase intention. The investigation is carried out among the young mobile phone users, the respondents being from the Private Universities of Karachi. The research utilizes path analysis to test the hypotheses and achieve the objectives of the research conducted. In total, 172 completed and usable questionnaires were received from respondents comprising of young university going mobile phone users. Convenience sampling was used selection of the sample. The results achieve via path analysis revealed that Customer Perceived Vale and Customer Trust positively impacts Co-creation of Value which results towards Customer Satisfaction and Customer Loyalty and ultimately customers repurchase intention. This research contributes signifi cantly towards developing strategies for increasing satisfaction and loyalty pattern of the customer within the telecommunication industry of the country. This conducted research can further be replicated within other service sectors and also other age groups residing in the same service sector. The research conducted delivers an inimitable perspective of Value Co-creation in Pakistan Telecommunication sector which has been not much covered in the given geographic area. The model can be further used in understanding the consumer behavior in other service sector and also it can be applied on other age groups.