Abstract
Co-creation is described as the involvement of consumers as active members in the sellers’ firms for the creation of value benefitting both parties. Connecting value co-creation with cooperative members in Malaysia however is new in the literature as very little studies have attempted to understand such perspectives. Thus, the purpose of this study is to deepen the understanding and explore variables that could link value co-creation with cooperative member’s loyalty. Using focus group interview as the method of data collection, findings reveal that loyalty among cooperative members are likely to be derived when co-creation lead to economic benefits and enhance relationship quality. Ultimately, such loyalty progress towards building commitment and trusting relationships among members.
Highlights
Malaysian Armed Forces Religious Corps or known as KAGAT (Kor Agama Angkatan Tentera in Malay) was officially established on 16 April 1985 after various efforts have been made to create a special institution that administers religious and spiritual affairs in Malaysian Armed Forces (Anonymous, 2005)
Given the fact that the membership in Malaysian Armed Forces primarily comprises of Muslim Malays, it is reasonable that an organization under Malaysian Armed Forces is given the mandate to instill Islamic values among its personnel
This study focuses on the da‟wah effort done by Malaysian Armed Forces Religious Corps especially education programs on new Muslim converts in the Malaysian Armed Forces
Summary
Malaysian Armed Forces Religious Corps or known as KAGAT (Kor Agama Angkatan Tentera in Malay) was officially established on 16 April 1985 after various efforts have been made to create a special institution that administers religious and spiritual affairs in Malaysian Armed Forces (Anonymous, 2005). Given the fact that the membership in Malaysian Armed Forces primarily comprises of Muslim Malays, it is reasonable that an organization under Malaysian Armed Forces is given the mandate to instill Islamic values among its personnel. Religion has become one of the most important characteristics in Malaysia, and it is plausible to have Islamic values instilled in this country‟s Public Service system, at par with the Malaysian Constitution as mentioned in Article 3 (1) in the Malaysian Federal Constitution Islamic activities in Malaysia post-Independence are divided into two parts. The religious activities done unofficially by the people and the public through the non-government organisations like people‟s association, Malaysian Islamic Charity Organisation, Malaysian Islamic Youth Front and so on (Wan, 1980)
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