Exploring the effects of customer’s values on motivation and co-creation behavior – a study of education service

Abstract

Marketing theories recently emphasize the role of customers in a value co-creation process to create value for themselves. From service-dominant logic, value co-creation refers to interaction and resource integration between customers and other actors in the service ecosystem. To perform any behavior, from self-determination theory, intrinsic motivation is the key driver. The question is, why is there a difference between a customer’s intrinsic motivation when they participate in the value co-creation process? This study aims at proposing the model about the effects of three types of personal values, including self-direction: thought, achievement, and tradition on customer’s intrinsic motivation. The analysis is based on the context of higher education in Vietnam. The results indicate that all three types of personal values have a positive impact on customer’s intrinsic motivation. In addition, self-direction: thought is found to have the strongest positive significant impact on customer’s intrinsic motivation. Moreover, the results also prove the important role of intrinsic customer motivation in performing their value co-creation behaviors. Besides that, this current study provides some research gaps for further study on creating customer motivation through a value co-creation process.