The Influence of Cooperative Literacy on Value Co-Creation Behavior and Loyalty of Cooperative Members: A Proposed Conceptual Framework

Akmal Nashren Bin Abd Malik, Yusman Bin Yacob and Jati Kasuma Bin Ali
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Akmal Nashren Bin Abd Malik: Faculty of Business and Management, Universiti Teknologi MARA (UiTM) Sabah Branch 88997 Kota Kinabalu, Sabah, Malaysia
Yusman Bin Yacob: Faculty of Business and Management, Universiti Teknologi MARA (UiTM) Sarawak Branch, 94300 Kota Samarahan, Sarawak, Malaysia
Jati Kasuma Bin Ali: Faculty of Business and Management, Universiti Teknologi MARA (UiTM) Sarawak Branch, 94300 Kota Samarahan, Sarawak, Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 12, 802-808

Abstract: In recent decades, researchers have shown significant interest in value co-creation behavioral studies. Studies have shown that value co-creation plays a crucial role in the development and sustainability of retail industry. While recent research primarily concentrates on defining the dimensions of value co-creation and its precursors, there is still a gap in understanding its influence towards relational marketing aspects. Applying the Service Dominant (S-D) Logic theory supported by Experiential Learning theory, this paper intends to propose a value co-creation behavioral framework with the inclusion of cooperative literacy and members’ loyalty in the context of consumer cooperatives in Sarawak. While previous research has examined the connection between value co-creation behavior and loyalty, there has been limited studies that looking into knowledge factor particularly on knowledge literacy as a moderator. Furthermore, the application of the aforementioned concepts within the context of cooperatives in developing markets remains unclear. Hence to address this gap, this conceptual paper intends to propose a value co-creation behavioral framework with the inclusion of cooperative literacy and members loyalty through the lens of consumer cooperative in developing markets.

Date: 2024
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