Customer Value Co-creation Behavior Research Articles

The Impact of Customer Perceived Value in the Contemporary Art Distribution Chain

Objective: The objective of this study is to investigate the role of customer-perceived value in the contemporary art distribution chain and its impact on value co-creation behavior, with the aim of how customer-perceived value affects the transaction and market value of artworks from creation to final sale. Theoretical Framework: In this topic, the main concepts and theories that underpin the research are presented. Customer Perceived Value Theory, Value Co-Creation Behavior, Consumer Purchase Decision Theory, and factors influencing Customer Value Judgments stand out, providing a solid basis for understanding the context of the investigation. Method: The methodology adopted for this research involves a qualitative research approach, focusing on the exploration of customer perceived value in various aspects of art distribution and the mechanisms influencing value co-creation behaviors. The study selected ten industry insiders, including six primary market practitioners and four young artists. Through in-depth interviews, key information was summarized to clarify the mediating role of customers' perceived value in value co-creation behaviors and artwork prices. This qualitative method allows for a deeper understanding of the specific context of the contemporary art market, generating rich qualitative data to comprehend and explain the mediating role of customer perceived value. Its flexibility and adaptability enable the adjustment of research direction and focus based on findings, thus responding to the art market and investment strategies' variability. Results and Discussion: The results obtained revealed that customer perceived value plays a crucial role in every segment of the contemporary art market's circulation, from the artist's creation to the final sale and collection of the artwork. The act of collecting and holding artworks by collectors is an acknowledgment of the art's value, reflecting the positive impact of customer perceived value on value co-creation behavior. The study also indicates that customer perceived value is continuously enhanced through the process of value co-creation, thereby positively affecting customer value co-creation behavior. As more people recognize an artwork, its value correspondingly increases, suggesting that customer value co-creation behavior has a positive impact on the price of artwork, with customer perceived value serving as a mediating role. Furthermore, the possession of artworks by collectors with refined aesthetics and relative professionalism is itself a form of value co-creation behavior, enhancing public recognition of the artwork's value. When value co-creativity improves customer perceived value and promotes the artwork's appreciation, this behavior also positively influences value co-creativity. These conclusions unveil the interconnectedness between customer perceived value, value co-creation behavior, and market dynamics, providing insights into how contemporary artworks gain recognition and value through collective appreciation and engagement.In the discussion section, these results are contextualized in light of the theoretical framework, highlighting the implications and relationships identified. Possible discrepancies and limitations of the study are also considered in this section. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of contemporary art market and art valuation. These implications could encompass art market dynamics, artist and gallery practices, art investment strategies, and collector behavior. Originality/Value: This study contributes to the literature by exploring the intricate relationship between customer perceived value, value co-creation behavior, and their impacts on art market pricing and art collection value through a qualitative approach. It offers a unique perspective on how digitalization and globalization are reshaping the contemporary art market, highlighting the dynamic interplay between these factors. The relevance and value of this research are evidenced by providing actionable insights for artists, galleries, and collectors on leveraging customer perceived value and co-creation practices to enhance the economic and cultural value of artworks. Additionally, it offers a framework for understanding the evolving dynamics of the art market, potentially guiding future policies and strategies in art management and valuation.

Can gamified e-service quality improve customer value co-creation and relationship quality in e-retailing?

Purpose This paper aims to investigate the effect of gamified e-service quality (GE-SQ) on customer value co-creation, relationship quality and purchase intention in e-retailing. Design/methodology/approach A questionnaire was used to collect data from a sample of 549 e-retailing customers who participated in a gamified online service process. A structural equation modeling approach was adopted to analyze the model. Findings The empirical evidence confirmed that GE-SQ encouraged customer value co-creation behavior and relationship quality. Customer value co-creation and relationship quality led to higher purchase intention. Also, value co-creation and relationship quality partially mediated the relationship between GE-SQ and purchase intention. Originality/value The findings increase our knowledge of GE-SQ and its behavioral consequences. Moreover, the study proposes and validates a theoretical framework based on GE-SQ, value co-creation and customer relationship quality. This study provides insight into using gamification as a practical tool in the e-retailing industry.

Mediating Role of Customer Relationship Quality between the Customer Value Co-creation Behavior and Customer Loyalty

The purpose of this study was to determine the role of customer relationship quality in mediating the relationship between customer value co-creation behavior and customer loyalty in Egyptian private hospitals and medical centers in Assiut Governorate. The descriptive analytical method was used in the study. 445 of the 500 patients in the sample were collected by a questionnaire, which was valid for statistical analysis. The study’s findings supported the mediating role of customer relationship quality in the relationship between customer value co-creation behavior and customer loyalty. Implications, recommendations, and potential future studies in the subject of study were discussed.

In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior

This study examined a conceptual model encompassing perceived innovativeness, perceived values, attitude, and customer value co-creation behavior in the context of dessert cafés. An online survey was conducted with customers of dessert café chains based in Malaysia. The results indicated that menu innovativeness had the highest contribution to perceived innovativeness, followed by experiential innovativeness. The study found that perceived innovativeness improved the value of money, evoked positive emotions, and enhanced social image. In highly innovative dessert cafés, positive emotions led to a positive attitude and, in turn, increased willingness to co-create value. This study provides valuable insights for dessert café businesses by emphasizing the need to foster innovation and create emotionally satisfying experiences to enhance customer engagement in co-creation activities.

A Study on Factors Affecting the Value Co-Creation Behavior of Customers in Sharing Economy: Take Airbnb Malaysia as an Example

Starting with corporate and customer factors, this paper establishes a research model of the influencing factors that affect the customers’ value co-creation behavior in a sharing economy. Guided by this model, this study conducted a questionnaire survey on 587 Malaysian Airbnb customers, and analyzed the valid data with software such as SPSS26 and AMOS24. The results show that although the operators of sharing economy platforms do not directly provide products and services, their ethical management, corporate authenticity and corporate image still positively influence customer value co-creation behavior, and that sharing economy customers, whether they are suppliers or demanders, have their own characteristics that influence value co-creation behavior. Based on these results, this study suggests that sharing economy corporations should pay attention to their business operations and customer behavior as well as their APS (Application product services), so as to achieve sustainable and virtuous development.

Customer Value Co-creation Behavior in Times of COVID-19: The Case of the Mexican Food Service Delivery Ecosystem

The global pandemic caused by covid-19 forced many countries worldwide to establish severe restrictions on mobility and access to numerous services. Mexico was no exception, and especially food service underwent radical changes that forced businesses to move into or expand food service delivery. Not only organizations suffered this abrupt change, but customers also had to venture into this modality, which was unknown or barely explored for many. Faced with this scenario, organizations showed a lack of knowledge about the customer role that positively contributes to the joint achievement of the expected benefits during the value exchange. This research aims to verify if Customer Participation Behavior (cpb) and Customer Citizenship Behavior (ccb) are related to Customer Value Co-creation Behavior (cvcb) generation in the Mexican food service delivery ecosystem. Through a quantitative research, online surveys based on the cvcb scale of Yi and Gong (2013) were applied. Besides, a hierarchical component modeling is used as a statistical instrument. The results highlight that both cpb and ccb are positively and significantly related to cvcb, being responsible behavior and information sharing the variables most related to cpb. As for ccb, recommendation and helping other customers are the variables with the highest relationship. These findings encourage food establishment managers to reinforce specific actions in order to develop co-creation behavior among their customers, and therefore meet the challenges posed to this service modality.

Promoting customer value co-creation through social capital in online brand communities: The mediating role of member inspiration

This study aims to investigate how social capital can promote customer value co-creation behavior in Online Brand Communities (OBCs). It further explores the mediating role of member inspiration and two moderating variables (perceived visible heterogeneity and perceived value homogeneity) on this process. The study employs Structural equation modeling with a sample of 502 OBC respondents to test the proposed model. Our results demonstrate that social capital influences customer value co-creation behavior directly and indirectly through member inspiration. Furthermore, both perceived visible heterogeneity and perceived value homogeneity positively moderate the relationship between social capital and customer value co-creation behavior. The findings offer practical insights for brand managers in effectively cultivating social capital to promote customer value co-creation behavior by stimulating member inspiration. This study extends past value co-creation research in OBCs through social capital lens. Also, it shows the consumer psychological process by which social capital potentially promote value co-creation through member inspiration. Lastly, it highlights the moderating effects of visible heterogeneity and value homogeneity on the association between social capital and member inspiration.

It Takes a Village!: Customer Value Co-Creation Behavior in Restaurant Social Media-Based Brand Community

Customers’ value co-creation behavior plays an essential role on brand pages, which many hospitality firms adopt to create value with customers. However, current understanding of the elements, drivers, and dynamics of such behavior is limited. Based on the value co-creation literature, motivation–opportunity–ability theory, and the dual identification framework, this study sought to bridge this knowledge gap. Specifically, this research clarified customer engagement behavior (CEB) and customer citizenship behavior (CCB) as respective in-role and extra-role behaviors of value co-creation and revealed their positive relationship. Structural equation modeling indicated that motivations (seeking assistance and diversion), social presence, and brand knowledge positively influenced CEB, which then affected CCB directly and indirectly through customer–brand identification. Moreover, functional benefits did not trigger meaningful CEB, and customer–community identification had a minimal impact on CCB. Overall, these insights can help practitioners manage their brand pages more effectively to co-create value with customers.

직무요구-자원 모델을 활용한 플랫폼 노동자의 일-여가갈등과 심리적웰빙에 관한 연구: 주문형 음식 배달원을 중심으로

The number of platform workers has increased rapidly due to the prolonged COVID-19 pandemic and the substantial growth of the platform industry. However, on-demand food couriers, who represent platform workers, particularly often experience a poor working environment. This study examined the relationships between their job demands, job resources, work-leisure conflict, and psychological well-being to improve their job environment and quality of life. Using a self-administered questionnaire, a total of 220 responses were collected among on-demand food couriers. According to the factor analysis, the sub-factors were derived for job demands(time pressure, professional isolation) and job resources(emotional support, informational support, customer value co-creation behavior) of on-demand food couriers. The results from the regression analyses indicated that job demands(time pressure, professional isolation) increased work-leisure conflict. And time pressure exacerbated psychological well-being, whereas professional isolation enhanced it. Emotional support and customer value co-creation behavior moderated the relationship between time pressure and work-leisure conflict, as well as the one between professional isolation and psychological well-being. This study offers implications to improve job and living conditions of on-demand food couriers.

The Roles of Customer Perception of Innovativeness and Engagement on Loyalty through Value Co-creation Behaviors: The Case of Food-delivery Service

The food delivery service that has gained popularity over the last few years should preserve its competitiveness by developing customer satisfaction and loyalty through customer value co-creation behaviors. However, there is still limited literature on understanding the antecedents and implications of customer value co-creation behavior in the service industry. The research aimed to evaluate the effect of customer perceptions of innovativeness and customer engagement on value co-creation behavior. Also, this study wants to reveal the relationship between value co-creation behavior on customer satisfaction and loyalty in food delivery services, using Service-Dominant (S-D) logic perspective. A survey of Indonesian GoFood customers was conducted through an online questionnaire. Then, 349 complete responses were empirically analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The findings reveal that customer engagement and perceived innovativeness affect customer value co-creation behavior. However, customer participation does not immediately increase customer loyalty. Instead, it must be accompanied by an increase in customer satisfaction. By investigating the antecedents and implications of value co-creation behavior among food delivery service users, the research provides practitioners with viable business strategies for maximizing customer loyalty by evaluating service innovation and the customers' behavior in co-creation value. Moreover, the research contributes to the theoretical development of customer value co-creation behaviors and the foodservice business.

Understanding customers hospital experience and value co-creation behavior

PurposeThe purpose of this paper is to test what experience value factors are required to constitute customer value co-creation behavior.Design/methodology/approachThe authors collected the opinions of 395 customers who had hospital experience in the last one year and the value they perceived from these experiences through random sampling. In addition, they tested the effect of the value perceived by the customers from these experiences on the customer value co-creation behavior with the partial least structural equation modeling (PLS-SEM) model using Smart PLS 3 software.FindingsThe measurements had strong reliability and validity. In addition, PLS-SEM results showed that customer experience value had a positive and significant effect on customer value co-creation behavior. The results of the study have revealed that creating the perception of customer experience value is an important determinant of customer value co-creation behavior (customer citizenship behavior and customer participation behavior) in hospitals.Research limitations/implicationsThe limitation of the study is that the study was conducted only in public hospitals. The application was carried out in only one city and two public hospitals.Practical implicationsIt was concluded that customer experience value is the key factor for co-creation value in hospitals.Originality/valueAchieving co-creation value is considered a key element in the success and competitive advantage of hospitals. In the study, it was seen that the perception of customer experience value is very important in the success of the companies. It is predicted that these results will make significant contributions to firm managers in the design of hospital journeys of customers, service improvement and service excellence efforts.

Impact of CSR on Customer Value Co-Creation Behavior: The Investigation of Moderation Mechanisms

Purpose: This study focuses on evaluating the contribution CSR activities have in encouraging the customers to co-create value for the organization. This study also assesses the moderation of ECI and OCB between CSR and customer VCC behavior.
 Design/Methodology/Approach: Using the purposive sampling technique data from 304 employees, managers, and customers simultaneously from the telecom industry in southern Punjab Pakistan. Data analysis were performed through structural equation modeling (SEM) in AMOS v23
 Findings: The findings of the quantitative data show the significant and positive relationship between CSR and customer VCC behavior. ECI and OCB also strengthens the relationship of CSR and VCC. As data was collected only from the telecom sector therefore for the generalizability future research can be conducted towards other stakeholders’ orientations in other sectors as health, tourism, and hospitality etc. Moreover, through ECI initiatives, the organization can enhance customer role clarity and perceived value of co-creation, which drive customers to further engage in VCC behavior.

Effect of psychological capital on customer value cocreation behavior: the mediating role of employees' innovative behavior

PurposeCustomer value cocreation (VCC) behavior is gaining increased scholarly attention in the services marketing discipline and has become a top research priority in recent times. Despite the growing interest in studying VCC, less scholarly attention has been paid to study the crucial role of frontline service employees in activating customer participation in the VCC process. Hence, to bridge this research gap, the present research expanded VCC research streams by investigating the mediating effect of frontline service employees' innovative behavior in psychological capital and customer VCC behavior relationship.Design/methodology/approachData collected from 255 hotel employee–customer dyads were analyzed through Smart PLS to measure the proposed relationships.FindingsThe results suggest the mediating effect of frontline service employees' innovative behavior in psychological capital and customer VCC behavior relationship.Originality/valueThe current research made a significant contribution to the VCC field by identifying driving forces that encourage customers to exhibit VCC behaviors.

Factors Affecting Customer Value Co-Creation Behavior: A Case of Tourism Industry

The main purpose of this study is to find the factors affecting value co-creation behavior. This study also aimed to find the mediating role of customer co-creation attitude on the relationship between factors and value co-creation behavior. The target population selected for this study was the northern areas of Pakistan. The sample size of this study was (n=480) respondents. The data were collected at three different time's intervals, i.e. at the time, 1, independent variables data were collected at time 2 mediating variable was collected, and at time 3 dependent variable data was collected. This study results revealed that all factors have a positive and significant effect on customer value co-creation behavior. The results revealed that customer co-creation attitude has a positive and significant mediating role between factors and customer value co-creation behavior. The results of this study will open a new avenue in the tourism sector and as well for scholars and practitioners.

The influence of corporate social responsibility activities on customer value co-creation: the mediating role of relationship marketing orientation

PurposeThis paper aims to investigate the impact of external stakeholders-related corporate social responsibility (CSR) activities (local community and suppliers) on customer value co-creation behavior. This study also aims to examine the mediating role of relationship marketing orientation (RMO) on the relationship of CSR activities and customer value co-creation behavior.Design/methodology/approachThe main problem of dichotomy between customers and the management was existing in banking sector so that’s why through purposive sampling, banking customers were selected for data collection through a self-administered questionnaire. Structural equation modeling was used to test the proposed hypotheses.FindingsThe present study found that both local community-related and supplier-related CSR activities have a positive impact on customer value co-creation behavior. Relationship marketing orientation mediates between the link of CSR activities and customer value co-creation behavior. The strength of RMO in CSR supplier and customer value co-creation behavior is found to be more dominant.Research limitations/implicationsThis study is restricted to one country under-investigation; therefore, it can be replicated with a larger and more geographically diverse sample.Practical implicationsThis study offers insights to the banking sector that local community-related CSR activities contribute to the value co-creation behavior and minimize the social problems of Pakistan.Originality/valueThe findings of this study highlight that top management of banks can enhance the customer’s participation in services by using valuable CSR activities. The results imply the importance of interactions between the recipient of services and service providers. Stakeholder theory has previously been applied to examine stakeholders’ value maximization; this study uses stakeholder theory to examine shareholders’ value co-creation.

Human value co-creation behavior in tourism: Insight from an Australian whale watching experience

This study explores and tests a comprehensive model of co-creation in creating value and tourist satisfaction. In addition to being the first study to empirically test the customer value co-creation behavior scale developed by Yi and Gong (2013), the present work adds to theory by revealing the importance of tourists' mental co-creation and employees' active participation in creating value and satisfaction for the customer. Factor analyses and econometric models of logit model and multivariable ordinary least squares regression are applied to a sample of 1024 whale watching tourists. The study finds that tourists' participation is more important in influencing their perceived value during the experience than their satisfaction. Employees' input is key to the experience in enhancing tourists' value and satisfaction. The main contribution of the study is the inclusion of co-creation behaviors from different human actors including tourists and employees. Opportunities for future research are outlined.

The Influence of Customer Value Co-Creation Behavior on SME Brand Equity: An Empirical Analysis

Competition in the service industry is intense. To deliver value-added services, more companies are focusing on consumers as a powerful means of establishing firm performance through dialog, participation, and engagement. However, scant research has been conducted to examine whether customer value co-creation can boost brand equity, particularly among SMEs. To address these shortcomings in the literature, this paper investigates the impact of customer value co-creation on brand equity among SME consumers of service industries. A theoretical model is developed and tested using survey data from 548 customers in Malaysia. Structural equation modeling (SEM) is employed to simultaneously test the hypothesized relationships. The results demonstrate a positive relationship between information seeking, responsible behavior, personal interaction, advocacy, tolerance and brand equity. This study contributes to the development of knowledge regarding the transfer of the concept of customer value co-creation to an SME service context.

Value cocreation behavior of customers and companies on the Weibo social media platform

The Weibo social media platform in China has an important role in the value-generation process between a company and a customer. We investigated the relationship between the service quality provided on a company's Weibo page and the two dimensions of customer value cocreation behavior, namely, participation and citizenship, as well as the moderating effect of collectivism on this relationship. Participants were 354 active users of Weibo. Our findings confirmed that the service quality provided on a company's Weibo page was critical to the generation of customer value cocreation behavior. Further, collectivism moderated this relationship, with higher levels of collectivism strengthening the Weibo page service quality and customer value cocreation behavior relationship. In addition, customer citizenship behavior was positively related to customer perceptions of brand image, whereas customer participation was not. Implications for companies in the Chinese context are discussed.

Effects of the Customer Value Co－creation Behavior on Medical Service Outcomes: Focusing on Moderating Effects Depending on Hospital Scales and Use Period of Hospital

[연구목적] 본 연구는 의료서비스에서 고객가치공동창출이 고객만족, 신뢰, 재이용의도에 미치는 영향을 확인하고 나아가 병원 규모와 병원 이용기간에 따른 조절효과를 확인하고자 한다.<BR>[연구방법] 본 연구는 고객가치공동창출과 고객만족, 신뢰, 재이용의도 간에 모형을 구축하고 가설을 검정하는 구조모형 연구이다. 본 연구는 의료서비스 이용자를 대상으로 최종 228부가 분석에 사용되었다.<BR>[연구결과] 고객가치공동창출의 고객참여행동과 고객시민행동 모두 신뢰와 고객만족에 유의한 정(＋)의 영향이 있음을 확인하였다. 또한 신뢰와 고객만족은 재이용의도에 유의한 정(＋)의 영향이 있음을 확인하였다. 또한 일부 가설경로 간에 병원 규모와 병원 이용기간에 따라 조절효과가 있는 것으로 나타났다.<BR>[연구의 시사점] 지금까지 의료서비스에서 고객역할과 관련된 연구는 부족한 실정으로 고객가치공동창출을 가지고 연구를 시도하였다는 점에서 의의가 있다.

Customer Value Co-Creation Behavior Effects on Online Purchase Intention

Prior marketing literature highlights the customer value co-creation behavior on offline business. This paper focuses on investigating the effects of customer value co-creation behavior on the online purchase intention. Further, the hypothesis is tested via adopting the structural equation model method. The research shows that under the online shopping environment, the behaviors of customer participation and citizenship behavior have significant positive impacts on purchase intention and can be the direct antecedents of purchase intention. Compared with customer participation behavior, customer citizenship behavior has greater impacts on purchase intentions. The analysis outcome of the study has remarkable importance on improving the sales of online retailers.