Abstract
Under the value co-creation theory, the role behaviors in the interaction between customers and enterprises are constantly changing, from passive value recipients to common value creators. In the service situation, this paper takes the elderly customers as the investigation object, based on the value co-creation theory, and discusses the effect between customer citizenship behavior, aging attitude and elderly customers purchase intention. Through empirical analysis, it is found that the customer citizenship behavior has a positive impact on the purchasing intention of elderly customers. The aging attitude has a moderating effect between customer citizenship behavior and elderly customers purchase intention. On this basis, it provides relevant advice of customer relationship management and operation management for service enterprises from the perspective of promoting customer citizenship behavior and stimulating the purchase intention of elderly customer.
Highlights
Searching for information is one of the most critical stages in consumer purchasing decisions
This paper takes the elderly customers as the investigation object, based on the value co-creation theory, and discusses the effect between customer citizenship behavior, aging attitude and elderly customers purchase intention
It is found that the customer citizenship behavior has a positive impact on the purchasing intention of elderly customers
Summary
Searching for information is one of the most critical stages in consumer purchasing decisions. Some consumer behaviors become the source of the latter’s access to information, which in turn affects their purchasing decisions. Under the value co-creation theory system, customers participate in the value creation of enterprises as important asset resources. They use the products or services provided by enterprises and their own consumption capital to create value, from passive value recipients to common value creators. The enterprise transforms from a value creator to a value advocate, creating value through interaction with customers [2]. As equal value subjects, create value for themselves and each other through continuous interaction
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