Customer value co-creation behavior: Scale development and validation

Yi, Youjae; Gong, Taeshik

doi:10.1016/j.jbusres.2012.02.026

Cited by 1,180 publications

(1,719 citation statements)

References 23 publications

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“…However, the elements of responsible behaviour and the personal interaction constitute one factor. These results are inconsistent with a previous research (Yi & Gong 2013;Revilla-Camacho, Vega, Vázquez & Cossio-Silva, 2015) because English and Spanish respondents made a distinction between the factors of personal interaction and responsible behaviour. The items of customers' responsible behaviour emerge in interaction between the personnel and customer and they are necessary to produce a successful service expected by customers.…”

Section: Fig 3 -Distribution Of a Social Involvement Factor Source: contrasting

confidence: 99%

“…In a conceptual paper, the authors divide the value co-creation into six dimensions or types of actions performed by users and providers (Neghina, Caniëls, Bloemer & Van Birgelen, 2014). Regarding the research paper, Randall, Gravier & Prybutok (2011), Mc-Coll Kennedy, Vargo, Dagger, Sweeney & Van Kasteren, (2012), Yi & Gong (2013) and Chen & Raab (2014) are particularly relevant. The first study (Randall, Gravier & Prybutok, 2011) proposes the construction of a measurement scale composed of three dimensions: connection, trust and commitment.…”

Section: Value Co-creation and Consumer Behaviourmentioning

confidence: 99%

“…The empirical results show that in-role and extra-role behaviours follow different patterns and have different antecedents and consequences (Groth, 2005;Yi, Nataraajan & Gong, 2011). Yi & Gong (2013) conceptualized the customer value co-creation behaviour as a multidimensional concept which consists of two factors (customer participation behaviour and customer citizenship behaviour), and each factor contains multiple dimensions. The customer participation behaviour comprises four dimensions: information seeking, information sharing, responsible behaviour, and personal interaction.…”

Section: Value Co-creation and Consumer Behaviourmentioning

confidence: 99%

“…For the examination of our research questions, first we adopted a previous scale (Yi & Gong 2013) to measure the co-creative customers' behaviour. Our decision was confirmed by adaptation of the scale in Spain and its results (Revilla-Camacho, Vega, Vázquez & Cossio-Silva, 2015).…”

Section: Fig 3 -Distribution Of a Social Involvement Factor Source: mentioning

confidence: 99%

“…In order to recognize dimensions of customer participation behaviour, we measured it by using 15 items (on a five-point scale) according to a validated scale (Yi & Gong 2013). An exploratory factor analysis was carried out, focusing on the customer value co-creation activities to recognize dimensions of the customer participation behaviour.…”

Section: Fig 3 -Distribution Of a Social Involvement Factor Source: mentioning

confidence: 99%

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The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

Ercsey¹

2017

JOC

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According to service dominant logic (SDL), customers are always active participants and collaborative partners in exchanges; therefore we should focus on the elements of consumer behaviour that are connected with the value co-creation. By involving the customers in service production, providers can capture customers' needs and maintain their competitiveness. The cutomers' roles may lead to a higher productivity and competitive quality for companies. Previous researches recognized two types of the customers' co-creation behaviour. First, it is the consumers' participation behaviour. Then, the other one is the consumers' citizenship behaviour. The goal of our study is to examine how the level of involvement influences two kinds of behaviour mentioned. Besides, we explore if respondents' participation behaviour or citizenship behaviour influence the perceived value of service provided. In 2015, for examination of our research questions, we carried out a quantitative research and applied quota sampling to obtain data from two target groups (X and Y generations). The activity and attitude of individuals related to performance of an extra-role in service interaction is less favourable than the required in-role behaviour. According to the results of our survey, the level of involvement influences the customers' mandatory behaviour and volunteer behaviour when working on a co-creation value. Empirically verifiable, the service users' activity in a value creation affects customers' value of the service.

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Section: Fig 3 -Distribution Of a Social Involvement Factor Source: contrasting

confidence: 99%

Section: Value Co-creation and Consumer Behaviourmentioning

confidence: 99%

Section: Value Co-creation and Consumer Behaviourmentioning

confidence: 99%

Section: Fig 3 -Distribution Of a Social Involvement Factor Source: mentioning

confidence: 99%

Section: Fig 3 -Distribution Of a Social Involvement Factor Source: mentioning

confidence: 99%

See 3 more Smart Citations

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

Ercsey¹

2017

JOC

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Digital Consumption and Inclusion

2024

New Frontiers of Customer Strategy

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Circular economy, customer citizenship behaviour and firm performance: Some empirical evidence

Aryee,

Alfa,

Acquah

et al. 2024

Bus Strat Dev

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Determining the motivations behind adopting a circular economy (CE) and its effect on firm performance (FP) from the perspective of manufacturing firms has become essential for practitioners and scholars. Nonetheless, there exists a substantial unexplored gap regarding how customer citizenship behaviour (CCB) motivates and influences the adoption of CE practices and FP of manufacturing firms in the context of developing countries. Therefore, using insights from the social exchange theory, this study explores the framework through which CCB influences the relationship between CE practices and FP. The study employed a quantitative approach and partial least square structural equation modelling technique to analyse data and interpretations due to its appropriateness for predictive research models. Data was collected using a survey research strategy. The findings revealed that CCB mediates and moderates the relationship between CE practices and FP. The study highlights the significance of CCB in making CE initiatives mandatory for organisational growth while guiding managers, policymakers and scholars.

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Customer value co-creation behavior: Scale development and validation

Cited by 1,180 publications

References 23 publications

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

Digital Consumption and Inclusion

Circular economy, customer citizenship behaviour and firm performance: Some empirical evidence

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