Effects of Customer Value Co-Creation on Customer Loyalty in the Nigerian Service Industry

Maduka, Ogechukwu Blessing

doi:10.5539/ijbm.v11n12p77

Cited by 9 publications

(22 citation statements)

References 8 publications

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“…Co-creation dapat dijelaskan sebagai sebuah prosedur digunakan untuk membuat sebuah produk atau pelayanan melalui kolaborasi dengan mitra, dengan tujuan membantu perusahaan untuk melakukan inovasi pada produk atau pelayanan dan untuk menyesuaikan kebutuhan mitra yang cepat berubah (Malik & Ahsan, 2019). Maduka (2016) menambahkan bahwa terjadinya perkembangan yang pesat di industri jasa, memberikan pilihan baru untuk dapat menjelaskan dinamika interaksi yang terjadi secara person to person, yaitu antara penyedia layanan dengan merchant. Oleh karena itu, penting untuk dapat mengembangkan strategi yang dapat berfokus pada pembangunan hubungan atau interaksi yang memungkinkan pelanggan dapat secara bersama menciptakan pengalaman unik dengan perusahaan sehingga menimbulkan sumber keunggulan kompetitif yang baru bagi perusahaan, yaitu co-creation.…”

Section: Pendahuluanunclassified

Co-Creation Marketing Pada Kepuasan Merchant Gofood by Gojek Indonesia

Radityatama

2022

EJMUNUD

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This study aims to analyze the effect of co-creation consisting of Dialogue, Access To Information, Risk Assessment and Transparency or DART models on the perceived value and satisfaction of GoFood merchants. Co-creation is a procedure for making a service through the results of input from customers to support innovation process by the company. This research was conducted on MSMEs in Surabaya and active as GoFood merchants. Determination of sample is done by purposive sampling with total of 320 merchants. The data was collected using a questionnaire and analyzed using the SEM PLS. The results of study explain that dialogue, access to information, risk assessment, and transparency have a significant positive effect on merchant's perceived value and merchant's satisfaction on GoFood services in Surabaya. The results of the study also explain that merchant's perceived value has a significant positive effect on merchant's satisfaction. Merchant's perceived value can partially mediate the effect of dialogue, access to information, risk assessment, and transparency on merchant's satisfaction on GoFood services in Surabaya. These results explain that dialogue, access to information, risk assessment, and transparency have important roles to increase the value perceived by merchants and have an impact on increasing the satisfaction of mechants. Keywords: co-creation, DART model, merchant’s perceived value, and merchant’s satisfaction

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Section: Pendahuluanunclassified

Co-Creation Marketing Pada Kepuasan Merchant Gofood by Gojek Indonesia

Radityatama

2022

EJMUNUD

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“…Experts are partially agreed for perceived website innovativeness because this component is about customers' respond by giving innovative feedback to the company and even the definition mentioned about one side, this acts clearly shown the relationship between company and customer, so perceived website innovativeness is moderately compatible to be listed under dialogue [13,[33][34]. Based on Table 4, experts have disagreed for components valence and compensation, therefore these components are not compatible to be matched and listed under DART model.…”

Section: Risk Assessmentmentioning

confidence: 99%

“…There is no risk assessment element in compensation as risk assessment is about customers' willingness to deal and manage the risk which is clearly shown that the responsibility is on the customer alone as in this modern society, the company does not hold any responsibility that associate with risks [34]. Table 5 showed the definition of finalized matched components based on the expert review.…”

Section: Risk Assessmentmentioning

confidence: 99%

The use of expert review in component development for customer satisfaction towards e-hailing

Idros

Mohamed

Jenal

2020

IJEECS

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The emergence of e-hailing apps has increased the demand of customers because online transportation service is very convenient in this modern society. As e-hailing provides an online platform for booking a ride, this apps also functions to connect the customer and driver, while at the same time allowing the customers to interact with customer service that company has provided to keep track of the satisfaction. Competition among e-hailing companies has increased since customers nowadays are very influential and knowledgeable in terms of choosing any transportation services that they want. The purpose of this study is to identify customer satisfaction towards e-hailing by embedding value co-creation model. Value co-creation is one of the concepts in Service Science that has been proved to increase customer satisfaction. Value co-creation is focused on company-customer interaction that helps in maintaining a good customer relationship and improve the company’s performance. Expert identification and evaluation procedure are used as a technique to adapt the definition of value co-creation model towards e-hailing. Then, the other factor from previous studies will be proposed as a component to be listed under value co-creation model and reviewed by an expert.

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“…to satisfy the needs of tourists. According to Prahalad and Ramaswamy in [4], co-creation is a series of business practice where the company cooperates and collaborates with their customers in designing, manufacturing, and improving the quality of products and services. Prahald and Ramaswamy also described the co-creation not only as a trend of creating products together, but also as a way to give new experience for the customers.…”

Section: A Co-creation As a Marketing Strategy For Hotelmentioning

confidence: 99%

“…1. Ogechukwu Blessing Maduka [4] Stating that the "co-creation that consists of the dimensions of dialogue, access, and transparency has a positive and significant influence towards customer loyalty". [17] Stating that "This need implies that a company's view of co-creation must be expanded to consider the customer's roles and activities at different touch points to better understand the social, cultural, and relational dimensions of the context in which the customer's processes take place".…”

Section: Hypothesismentioning

confidence: 99%

The Influence of Co-creation Toward Customer Loyalty: Survey of Bumi Sangkuriang Members who Stay at Concordia Hotels

Saputra¹,

Siswhara²,

Mulyadi³

2019

Proceedings of the 3rd International Seminar on Tourism (ISOT 2018)

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In the tourism development, there are several major issues discussed as research topics, one of them is the issue of customer loyalty. Guest loyalty is very important the hotel management should pay attention to it. Hotel Concordia is one of the two-star hotels in Bandung that has a problem of the low loyalty of its customers. Therefore, Hotel Concordia Bandung should have a strategy to overcome this problem by improving and maintaining all aspects to gain and maintain the loyalty of its members. The researchers chose co-creation as a solution to increase the loyalty level of members of Bumi Sangkuriang at Hotel Concordia. In this study, the independent variable (X) used co-creation consisting of dialogue, access, and transparency. The dependent variable (Y) is customer loyalty. The types of research used are descriptive and verification. The methods used are an explanatory survey and cross-sectional approach. The samples were 236 customers of Bumi Sangkuriang. The withdrawal technique used was a systematic random sampling. The data analysis technique used is multiple regression. Implementation of co-creation at Hotel Concordia Bandung indicator access get the lowest score, while transparency gets the highest rating. Each cocreation dimension consists of dialogue, access, and transparency, which affect the customer loyalty. It can be concluded that cocreation gives significant influence on customer loyalty in Hotel Concordia Bandung, with a percentage of 51% and the remaining 49% influenced by other factors not examined in this research.

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Effects of Customer Value Co-Creation on Customer Loyalty in the Nigerian Service Industry

Cited by 9 publications

References 8 publications

Co-Creation Marketing Pada Kepuasan Merchant Gofood by Gojek Indonesia

Co-Creation Marketing Pada Kepuasan Merchant Gofood by Gojek Indonesia

The use of expert review in component development for customer satisfaction towards e-hailing

The Influence of Co-creation Toward Customer Loyalty: Survey of Bumi Sangkuriang Members who Stay at Concordia Hotels

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