Impact of Value Co-Creation on International Customer Satisfaction in the Airsoft Industry: Does Country of Origin Matter?

Abstract

The paper’s objective is to investigate the impact of value proposition co-creation on international customer satisfaction in the airsoft industry. This empirical paper aims at answering a question “Which factors influence satisfaction of the international customers involved in the process of value co-creation in the airsoft industry” and sets a hypothesis that value co-creators’ country of origin has a positive impact on customers’ satisfaction. A case study approach of an entrepreneurial company (GATE) was supplemented with data collected via a survey (n = 176), where consumers’ perception of the firm’s value proposition and its influence on their satisfaction were investigated. The study contributes to the value creation theory by identifying the main factors influencing customer satisfaction in the airsoft industry and verifying whether the co-creators’ origin affects the factors’ ratings. The results indicate that the most crucial factors influencing international customer satisfaction in this industry are quality level and product functionality and that the country of origin of customers has no significant impact on international customer satisfaction.

Benefits Achieved by Energy Suppliers through Cooperation with Individual Recipients and Their Readiness for This Cooperation

“…The basic benefits achieved by individual recipients that are mentioned in the literature include, among others, a sense of satisfaction [23], the possibility of obtaining a product that better meets purchaser needs [24], the possibility of establishing relationships with other entities [25], the possibility of sharing one's knowledge, experience, skills, abilities, etc. [26], the possibility of influencing something or someone [27], a sense of shared responsibility for the environment and the phenomena taking place in it [28], the possibility of testing oneself, the feeling of meeting new challenges and the feeling of pride in coping with a new role [29], the possibility of embarking on an adventure and gaining new experience [30], the possibility of gaining new knowledge and skills [31], the possibility of impressing others or being recognizable [32], the feeling of being appreciated by other entities [31], and the possibility of obtaining financial gratification [33] and a material reward [34].…”

Development of Retail Chains on the Russian and International Markets in the Context of Globalization

“…At the current stage of international trade development, the concept of involving multiple companies in global value chains (GCS) is important. The essence of the concept is that several countries participate in the production of the product, ultimately reducing the cost of production, increasing its quality through specialization in the production of individual components [12].…”

Purchasers’ Benefits of Co-Creating Marketing Offers Versus Offeror Country of Origin

“…On the other hand, Menet and Szarucki (2020) conducted research on the importance of the country of origin in the context of value co-creation and the satisfaction felt by buyers and offerors. However, their approach was about the country of origin of buyers, not offerors.…”